Penny’s emotional Christmas commercial is finally thinking of young people – and it hits the bull’s eye
In Penny’s new Christmas clip, a mother wishes that her son would finally “get his youth back”. Our author is happy to say that someone is finally thinking of the big losers in the pandemic.
Children and young people are the big losers in the pandemic. Ultimately, in all measures, we think of young people – who are actually supposed to be our future. But in addition to all the learning material that has to be caught up and the lack of sporting activities, young people have lost one thing above all: The diverse experiences on the way to growing up.
In Penny’s new Christmas clip, a mother expresses her “wish”. At Christmas all she really wants is that her son gets his youth back, she says. That he celebrates forbidden parties, falls in love, gets his heart broken, comes home drunk. Why would a mother want that? Because it is part of the development. And if I put myself in the shoes of young people, Penny’s video hits me right in the pit of my stomach. Because I feel with you.
After graduation: nothing
Parents, friends and acquaintances never tire of emphasizing that the school leaving certificate is the most important thing and that it opens the door to the adult world. You work towards it, worry about your grades, learn in the hope that you might not stay seated after all. Then you’ve finally made it. And what does the Corona generation expect after months of boring and worrying?
Nothing. No graduation ceremony, no party, no dinner with parents. Maybe you got the obligatory envelope from grandma with a few bills – and in the end you couldn’t spend the money on anything, because you had to stay at home. I imagine it to be incredibly dreary.
And even if we all shake our heads contemptuously when young people are chased by the police after forbidden meetings and “riots” in the city park – I had to pause for a moment and ask myself: Would I have been different at that age? At 33, I can of course make big speeches and say that I was a pretty sensible youngster. But if I’m completely honest with myself, I can’t guarantee that at the age of 17 I wouldn’t have belonged to those same youngsters who meet up with their friends in the park at night, drink, smoke and listen to music.
Such experiences are part of growing up
Whether your mother put the puke bucket in front of your nose at night or you made out with the guy from the parallel class at the party, pictures of which are circulating the next day and you are incredibly ashamed. Or the first trip together in a large group, where you fall out and then fall in love with someone from another city. The first boyfriend or girlfriend you usually got to know through friends while hanging out somewhere. Be it just actually looking forward to school because you can see the crush there every day – we have to admit that all these experiences are part of growing up. And young people have had to do without all of that in the past year and a half.
The long-term consequences cannot be foreseen
Researchers from Lower Saxony have now found that up to 20 percent of a school year is left behind on conventional developments as a result of the crisis. For more than 80 percent, homeschooling, domestic disputes and social isolation result in psychological stress. The long-term consequences that can result from this are not yet known, but the experts are sounding the alarm. Because they fear fears, eating disorders, depression or suicidal thoughts in many young people in the future.
And it doesn’t matter that I can’t go to a bar in the evening for six months – after all, I enjoyed my youth and student days to the full. However, young people living through their teenage years during pandemic times lack the vital experiences that will allow them to mature. I just imagine being a young person right now, humbly. That is exactly what the discounter Penny recognized and hit the bull’s eye with the video.
Of course, I also have in the back of my mind that Penny wants to advertise his supermarket chain with the associated “Your time is coming” campaign, in which 5000 adventure vouchers are being raffled off for young people. But if advertising is well done, then you can say that too.
This article originally appeared on stern.de.