Two cents blog


by BCM Group on 13 May 2015


Have you seen this ad? It’s for Facebook but it’s being aired on prime time, ‘old skool’ network telly (clearly someone’s still watching it).

Neesha comes from a long line of magicians and she’s learning the craft too.

To me, this little girl’s life looks fan-bloody-tastic.

My kids thought so too. We were watching TV together (A Lions game – we needed to see something uplifting) and suddenly there was Neesha, spinning in her glorious world of light and colour, surrounded by her loving, fascinating family. My daughters were spellbound. Good job so far, Mr Zuckerberg.

Then came the terrible news: NEESHA HAS NO INTERNET. It seems she’s good for food, education, healthcare but holy moly, how does Neesha chat with her friends? Google new magic tricks? Tell her followers what she’s wearing? Does she have to walk to their houses?

The message from Facebook was, “Imagine what Neesha could learn – what she could share with the world, if she was connected to the Internet.”

And I get that. Access to information, and the ability to share it is what defines our time. Why should Neesha miss out on what my kids see as their birthright?

But it was interesting, when my daughters (ages 8 and 12) saw the ad, they said, “What does Neesha need the internet for? Her life looks great!”

They were, for 30 seconds, envious of a child who’s never held an iPad and learns things from her Gran instead of sharing them on Instagram.

I wonder if we’re seeing a correction of sorts in our children. They take the access to information that has dazzled us for the last twenty years for granted. It’s the ballpoint pen of their generation. What’s interesting and enviable to them is the idea of living without it.

What’s interesting to me is would they really want to?

Kate Hunter is a Senior Copywriter at BCM

- Paul on May 14

Nice post Kate. I hadn't seen this ad but I agree - in some ways it reinforces how good life is without the internet. A crazy thought but just maybe we could all live without social media, and blogs, and Youtube etc. People I know who've experimented with an online 'blackout' for a period report that they feel liberated. Maybe we should all try short breaks from being online? Perhaps it's not about one or the other. Possibly a better balance of on/offline life is a goal worth striving for? But then what if you need to do some online shopping or wish someone happy birthday or log your run on Strava or email your mum or get the latest news.........

- Giulianna on May 13

Well said Kate, I agree with all your points. I thought the same thing when I saw beautiful Neesha! Has anyone asked her about it? She looked perfectly happy without the Internet. At least now she has Internet she can share her ad with her social networks... Happy days & millions of likes ahead!

- Michele Prescott on May 13

Great blog Kate. I reckon they'd last about a day without it!

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