John Lewis Advert

‘That New John Lewis Ad’ Or ‘Better to give than receive? Try telling a Toddler that!’

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Is it too early to have a Christmas themed blog post? I hope not. I usually gage it by the Christmas lights being switched on in shopping centres so it seems to have officially started in some parts. I have an axe to grind, a bug to bear, a rant to rave…. Now when in my pre-parent days I heard people harp on about the over indulgence and materialism of Christmas I used to nod in agreement but secretly felt they were probably a bit of a scrooge or at least ‘tight’. Now, having become a mum and this year being the first that 2-year old BearCub seems to understand, I am outraged that the nets of marketing aimed at my seemingly innocent child have worked and fully ensnared him! Suddenly my son not only wants, but also expects, ‘everything’. Any shop we pass he is asking to buy a plane or car and any vague acquaintance that visits the house is questioned as to what they have bought him. I like to think I am not a materialistic person and we do try to avoid Milkshake in favour of Cbeebies in part due to the onslaught of child aimed mass marketing – in part due to the annoying presenters. Where has my ungrateful and greedy child come from? We have tried having the chat about not expecting presents every day and that gifts are deserving of special occasions only and I even put a ban on all gifts between a couple of weeks back and Christmas. However this all proved futile when BearCub’s Grandma returned from Australia and presented ‘just a few little gifts’ which turned out to be a massive remote controlled car and a mini motorbike – both gifts I’d deem as a main Christmas present – and with Christmas just 5 weeks away!!!! Grrr!

I really want my son to grow up with the literal awe my sister and I had when we would open our second-hand (and clearly used) presents with delight then go upstairs when it was over and find one last extra present – a Commodore 64 our mum had worked extra hours to get for us. We literally cried with joy and complete amazement! Instead my 2-year old already expects to receive whatever he wishes for!

I had a wealthy friend who would allow her children to select one toy to keep and then go with her children after Christmas to give their other gifts to less fortunate children. Maybe a step too far but I love the idea of teaching that giving is better than receiving from a young age.

You’ve probably seen the new John Lewis ad by now – you know the one everyone is raving about. Since being pregnant I have gone from a gal who had never cried at a film in her life to someone who gets choked at episodes of Holby City. The striking point of the J.L ad is the fact that we are so familiar with children impatiently counting down until Christmas in anticipation of the gifts they will receive that we are wholly touched when we realise this boy’s excitement is at that thought of giving a gift to his parents. This would obviously never happen in real life but, I do think it serves as a great reminder of the true meaning of Christmas. As to how we teach our little darlings that it’s better to give than receive when they are currently going through the stage of not at all understanding why they should share anything in the world…well if you have the answer please do let me know!!!

L

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