The former Slade singer pushing turkey sandwiches in July and the year-late Euros leave one discombobulated
“Christmas? But it’s summer. What’s going on?” Australians might have a different answer to that, but last week Noddy Holder was asking the question from the northern hemisphere. The Slade frontman is heading an ad campaign for a well-known and ubiquitous-in-the-south sandwich chain, which has released its famous Christmas sandwich in July, for a short period, in case anyone felt they missed out on the experience last December.
Holder also handed out free Christmas sandwiches on the streets of Soho, which must have been discombobulating. Hearing Merry Xmas Everybody used to trigger flashbacks to the panpipe version that played on an hourly loop in the department store where I worked as a teenager, but hearing it in July 2021 barely elicited a shrug of the shoulders. For many, last Christmas was make-do and miserable and anxious. If Holder’s unseasonal opportunism can inject a bit of cheer into what is becoming a make-do and anxious July then, by all means, scream “It’s Christmas!” at top volume.
