This Coca-Cola commercial is brandished in the memory of so many of us.¬† It was created in 1984 – a remake of an original version from the 70′s – and helped create a belief that the soft drink company was an important part of the holiday season.¬† I would have been 12 years old when I saw this, and I remember well that my sisters and I would sing along to the commercial,¬†gleefully basking in the warm glow of Coca-Cola Christmas spirit.¬† And, I hate to admit it, the ad still generates in me a feeling of nostalgia and longing for the carefree days of childhood Christmases.¬† However, I’m not sure this low-tech ad would have much effect on my own children.

If ever there was an excuse to be Scrooge during Christmas, this year’s recession is it.¬† While Stephen Harper’s government (at the proverbial gunpoint of its opposition forces) shops for a pricey stimulus package that will placate the panicked cries of financial doomsayers, regular Canadian folk are left figuring out how to make fewer dollars stretch enough to cover the tree, the turkey and the kiddie gifts.¬† It seems inevitable that dickensian scenes be played out in homes across North America – less electronic games with animations that lull hyper tots into hypnotic states, more old-fashioned books with words on pages to fill young minds with tales of fancy.¬† Families will gather ‚Äòround the hearth singing carols between bites of bonbons and Father will read some C.S. Lewis (perhaps as he puffs on a pipe.)¬† Ah yes, recessions will teach us the merits of old-time family values as more of us eschew the digital-laced holiday (maximum two players!)¬† Well, better hold off on the Christmas pudding.

The latest figures on video game sales indicate that Canadians are set to spend more than $2 billion on video games in 2008.  According to the NPD Group, national sales on hardware, software and accessories were $1.6 billion through November Рa 36% increase from the same period in 2007.  So what gives?  While the government faces a coup from its opposition on the basis of the suffering Canadian masses, who they say are crippled by economic ruin, parents are racing to Best Buy and Toys R Us to get the Wii.  In fact, Nintendo Wii sales are up by 40% this November as compared to the same month last year. 

And as for family time by the hearth?¬† Most families will be lucky to fit in a game of Scrabble as their kids vie for a turn at “Gears of War 2″ (the highest in game sales, followed by “Call of Duty: World at War”.) ¬†Nothing like a good ol’ game of shoot to kill just before dinner.¬† And, what is for dinner anyhow?¬† With less money to spend, perhaps it’s the turkey that families have sacrificed for a tin of ham.¬† Certainly, books haven’t become the cost-conscious alternative to the pricier electronics.¬†

According to Nielsen BookScan, which tracks book sales for 75% of the U.S. retail book market, sales of books are down by 7%, as compared to last year.  The biggest dip has been in adult nonfiction, while incredibly, juvenile fiction has shown a 24% increase in sales this year over last.  The bad news is that parents seem willing to forgo their own intellectual growth, but the good news is that kids will be unwrapping books alongside their Wii. 

My own children will be receiving one new DS Nintendo game each (cost: $80) and a total of about ten books (cost: $160).¬† The Wii was top on their wish list, but I quickly lowered, I mean managed, their expectations by explaining that they will NOT see that particular¬†present under the tree this year (and, no, Santa does not give Nintendo Wii’s for Christmas.)¬† So – based on my sales figures, books are twice as important as video games – whether my kids will spend twice as much time turning pages on Christmas morn as they will clicking their DS games is, hmmm, unlikely, at best.¬† But – we will find time to play Scrabble (Junior.)

Ever since I was a child, family vacations have been synonymous with road trips.¬† ¬†Christmas often meant driving to Albany, New York through a fog of snow to share turkey with relatives – five of us kids jammed into the wood-trimmed station wagon with luggage roped to the roof.¬† During March Break, Florida beckoned – it being the closest to the tropics we could reach via the freeway.¬† And now, with three kids of my own and a limited travel budget, our minivan has picked up where the wood-trimmed wagon veered off.¬† In addition to our annual two-day drive to the Old South, we regularly ride along Canada’s roads for two to twelve hour stretches to reach more local destinations from Quebec City to Picton.¬†

As befits a family with budgetary restraints, our accommodations don’t exactly gleam of five-star quality.¬† We’ve grown accustomed to cramped sleeping arrangements, the odd phone call from the front desk warning us to keep the noise down, and the single toilet paper roll that runs out halfway through the night (we always pack extras.)¬† But the continental breakfast at the hotel buffet (bulk bin froot loops, dry muffins, weak coffee) has been a continuous disappointment – despite the fact that it’s free.¬†¬†

When the new coffee maker arrived ten minutes later, I ripped apart the box and triumphantly waved a flap of cardboard in the air.  Our flipper.  I then made the best darn homemade breakfast ever eaten on an (economically priced) hotel bed Рeven if there was more pulp in my eggs than in my orange juice.

This is a commercial for War Child Canada.¬† It is difficult to watch, although few could argue its brilliant use of satire.¬† The producers of the ad have taken a great leap of faith in assuming that most viewers have a strong grasp of the literary device.¬† Certainly, children viewing this would be confounded by the images and likely completely misinterpret its meaning.¬† While I appreciate the charity’s¬†message and the method to convey it, I don’t necessarily agree that inaction to donate is equal to encouraging children to bear arms.¬† Unfortunately, other issues – completely beyond the control of Canadians – play a much¬†heftier role in creating child soldiers, such as corrupt, unstable governments and tribal wars.¬†

I have, in fact, supported War Child in the past, not because I think I am helping to build armies of child soldiers if I do not donate, but rather because I hope that War Childwill aid kids suffering as a result of wars caused by those very forces that are unlikely to be eliminated by any single person, government, or NGO. 

 

What do you think?

Interested in saving some gas money?¬† Well, maybe it’s not quite so urgent now that gas prices have dropped (Christmas isn’t the only reason to cry¬†Alleluia!)¬† Nonetheless,¬†with a recession in full swing and green consciousness burgeoning among North Americans, cutting back on gas consumption is a frugal, if not noble, act.¬†¬†And, buying a hybrid¬†automobile is a luxury that most of us cannot afford¬†given the financial and practical constraints¬†of¬†the typical family.¬† I know my minivan is an oversized gas-guzzler, but¬†with¬†three¬†mini-hockey players, the only way we’ll be driving a Prius is if there are rooftop seats.¬†

Luckily, minivan drivers like myself can still do our part in cutting down on¬†our emissions with what is known as Hypermiling.¬† It was developed by Wayne Gerdes, and is all about following certain protocols to keep your gas bill low and your gas meter high.¬† Aside from keeping your car well-maintained (like keeping your tires properly inflated), the main thrust of this technique is in the pedal.¬† Go easy on the brakes, no screeching at the last minute when you reach a stop sign.¬† Allow your car to coast towards a yellow light rather than race in the hopes of crossing the pedestrian line before red flashes.¬† Then gently accelerate when it’s time to move again – no screeching tires.¬†¬†Don’t speed, rather stay within or below speed limits.¬†

Yes¬†- you risk becoming the most irritating driver on the road, and you may have to turn the other cheek when some young punk flips you the bird.¬† But remember!¬† You’re helping to save the planet (and a few bucks!)¬† According to writer and carblogger¬†Phil Raby¬†in the latest issue of¬†MoneySense Magazine, he was able to cut his fuel consumption by about 30% in city driving and 10% in highway driving (city driving typically guzzles more gas than highway driving) thus¬†creating an annual savings¬†of about $750.

Some additional points to consider to save on the gauge:

• Drive slow and steady
• Start to coast in anticipation of traffic lights so as to prevent heavy braking.¬† Then inch away slowly after stopping, rather than revving forward
• Think about purchasing a aftermarket gauge that keeps provies instant readings of how much gas your car is using
• As for synthetic oil at your next check up
• Properly inflate tires
• Keep away from drive-thru restaurants – park and walk in for your order
• Refrain from blasting the A/C or heater.¬† The A/C can suck up to a quarter of your fuel
• Drive with the windows closed since the drag it creates when they’re open burns more gas
• Remove rooftop carriers when you don’t need to use them
• Keep your trunk clear of any stuff you don’t need

(Source: MoneySense Dec/Jan 2009 issue by Phil Raby)

And -¬†here’s the tough one – get your kids out the front door on time.¬† That way you won’t need to ram your car out the driveway,¬†speed to the stop sign, slam on the brakes and zoom to the school/doctor appointment/piano lesson…¬†without being late.¬†¬†Close to impossible, I know.¬†¬†But no one said saving the world was going to be easy…