This ad is still being discussed, here in Göteborgsposten : http://www.gp.se/ledare/myten-om-den-osvenska-julen-1.11841172

"Both the claims in the bonad, and the introduction to it with the statement that Swedish Christmas was a myth, aroused justified and probably also intended attention, but apparently even such negative reactions, that two hours later, the second line had changed to: "Unique bonad that celebrates Swedish Christmas with its diversity. ”

Now the claim had been turned to be the opposite. From that "Swedish Christmas"was a myth, it was now said to exist for real, and also be characterized by diversity.

But apparently, this statement was not considered satisfactory either. Shortly thereafter, the second line was changed once more: "Unique bonad that celebrates All Possible Christmas and its diversity."

There are some aspects of this story that deserve to be noted.

The constant refinements of the text on Christmas content is such an aspect. The revisions show a willingness to be law vis-à-vis what you perceive as the time spirit of diversity and the notion that something "Swedish" does not actually exist (of course, the one who catches the time spirit can also make money from it). But that stance is delivered with fear, since it is then immediately retreated and tries to smooth over an obvious rigour or overrun.

Another aspect is the obviously false claim of the Santa (tomten) as a Turk.

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The third and most important aspect of Åhléns bonad is the desire to provoke, by the claim that Swedish Christmas, its traditions and some of its essential elements - in the general view - Jul-tree, saffron bun, Santa (Tomte) - are not at all Swedish to the origin.

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No, the provocation about Jul works because it deliberately challenges an established fact by defining it as a public lie. It is as if I would argue that August Strindberg was a Turkish writer or that Ingmar Bergman was a Greek director.

The Jul celebration in Sweden has pre-Christian roots and has been celebrated as a Christian feast for almost a thousand years. So, like all traditions, it has survived ages and cultural changes, incorporating the evolution of society and new elements and manifestations coming from other countries or cultures.

There is nothing remarkable in itself. Traditions are not distinguished from being immutable - then they would not withstand the tooth of the time. Instead, they are distinguished by persistence through renewal, that is, by classical meaning being conservative.

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Thus, regardless of the elements of different cultural circles and regardless of whether we celebrated it or suffered it, Swedish Christmas is precisely Swedish.