OnlyDads has been receiving emails asking us to campaign about the sexism of the latest Christmas advert from Littlewoods.
To be honest, I’d not given this matter much thought before the emails. For those who don’t know what the fuss is about, you can see the advertisement below.
(as an aside, it is interesting how Annz already knows every word to this advert, from start to finish!)
Is it something we will “campaign” against? Well, no. It isn’t. For us it’s the same as the Iceland frozen foods campaign of “that’s why mums shop at Iceland” Of course, there is inherent sexism; but the whole marketing industry seems to thrive on such stereotyping.
No, what really gets me about the Littlewoods advert is the “buy now, pay later” message. A quick tally of the gifts that wonder mum buys, shows a budget requirement of at least c£1,000. Take the John Lewis advert too. This seems to have (women) weak at the knees with its cuteness! But the key image in this advert too, is of the huge stash of wrapped pressies at the end of the boy’s bed on Christmas morning.
Christmas and mass consumerism it seems, have a grip on the western world like never before…
I have just finished re-reading Stan Barstow’s A Kind of Loving. There is a lovely scene in that book where Vic is wondering what to buy Ingrid, the love of his life, for Christmas. His decision to purchase a “compact” takes us back to an age where money was in short supply, and the act of giving was more important than receiving. A small gift – bought with love…
…I for one, long for the day where such simplicity can return to our lives.