In light of my recent posts on boyhood and the formative power of work, a new holiday ad for UPS does a nice job of illustrating a key point: something deep down in a boy longs for work, and that basic desire ought to be guided, encouraged, and discipled accordingly, not downplayed, distorted, or ignored.
The ad highlights one of the company’s youngest fans, a boy named Carson, who is fascinated by UPS trucks and relishes the chance to perform deliveries in a miniature model of his own. It’s funny, charming, heart-warming, and all the rest. (HT)
Girls are created for work as well, of course — subject for another ad, another day — but anyone who is parent to a boy knows that the shape of Carson’s excitement has a particular arc and aim. Boys love things that go, enjoy working with their hands, respond well when given big-red-button ownership, and so on. Yet even as we perceive these basic tendencies, it can be easy for us to sideline them as mere Vroom-Vroom Stereotypes, cute and quaint as a blue baseball cap, but not all that meaningful or distinct in the grand scheme of things. (more…)