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