In a move blending holiday cheer with political branding, the White House released a special video on Christmas Eve that has captured significant attention online for its overt political message.
A Festive Scene with a Political Twist
The video creatively reworks a famous scene from the popular American holiday film, National Lampoon's Christmas Vacation. In the original movie, the main character, Clark Griswold, proudly shows off his extravagantly decorated house to his family. The White House adaptation follows this setup but delivers a different payoff.
When the gathered crowd in the video steps outside to "see the light," they are not met with traditional festive decorations. Instead, the house is illuminated with the bright lights spelling out the word "MAGA"—the acronym for former President Donald Trump's campaign slogan, "Make America Great Again."
Online Reactions Pour In
The clip quickly gained traction across social media platforms, drawing a wave of comments primarily from supporters of the former president. The response highlighted the divisive yet potent nature of the MAGA brand in American politics.
One social media user celebrated the message, writing, "Merry Christmas to the greatest president of our lifetime." Another reacted with humour, noting, "LOL! He had enough lights for a huge MAGA ?." A third comment echoed the slogan's core sentiment, stating, "Let's put America first again — AF!"
Timing and Strategic Messaging
The decision to release this video on December 24th is notable. Christmas Eve is a time of widespread family gatherings and sentimentality in the United States. By tapping into the nostalgia of a beloved holiday film, the video attempts to frame the MAGA message within a context of tradition and shared cultural experience.
This is not the first instance of the current administration employing pop culture references for political communication, but the directness of this Christmas-themed promotion marks a distinct approach to holiday messaging.
Analysis: Blending Politics and Pop Culture
The video represents a clear strategy of merging political ideology with mainstream entertainment. The use of National Lampoon's Christmas Vacation, a film considered a classic by many Americans, is a calculated effort to create a relatable and memorable moment.
While it has energised a specific base of supporters, such overt political branding during a holiday traditionally seen as non-partisan is also likely to draw criticism from opponents who view it as politicising a festive season. The online reaction, concentrated in supportive circles, underscores the polarised media environment in which such content is released and consumed.
Ultimately, the White House's Christmas Eve video serves as a vivid example of modern political communication, where symbols from popular culture are repurposed to reinforce a specific political identity and message directly to the public.
