I have a clear recollection of an essay I once wrote at University on the psychology of ageing.
In short the argument went something like this: as you get older you become more like yourself, not less. Every personality trait becomes magnified. This is bad news for me, as it definitely means I am firmly on the path to grumpy old womanhood.
Last Summer I realised that I was feeling quite upset with the owners of the barn next door as they had not cut their front lawn for weeks and it looked like a meadow. In truth I knew that being in well paid jobs, young and yet to have a family, they probably had better things at the weekend than to waste time with a lawn mower and a pair of garden shears. In reality though I was bothered that they were making the place look untidy. As a friend said to me soon after though, I need a swift visit to a yurt in Cornwall and some surfing lessons. Starting to grumble about the neighbours not caring about the environment is a slippery slope to washing out your bin every weekend, deciding a cream tea in the garden centre is a fun day out and thinking that topiary is a good idea.
However, it’s happened again. Today I am grumpy about this. In the middle of a recession, with some countries having been on the verge of a total collapse of the banking system, Barclays in the UK have spent out on an advertising campaign to personalise your bank card with a photo. Every time I see the advert I wonder who on earth duped the banking executives into thinking this was a good idea.
I can imagine that the bank went to the agency with a brief about making the retail banking industry trustworthy again. However, whether or not you have a picture of your friends on your bank card, some cuddly dogs or anything else that makes you feel warm and fuzzy, the fact remains that you do not bank with your dogs, or your friends, and never will.
I am worried that they have evidence that every time you look at your bank card, that you will in future experience some kind of ‘awww’ moment that begins to become associated with their company logo. I hope they do though as otherwise someone in a pinstripe suit has given over millions to some skinny jeaned, black polo necked adman who is currently laughing on the other side of his face.
I’d like to tell the bankers out there that if that’s the best they can come up with, then if you’ll just give me your bonus this year, I’ll come up with something better. In the meantime, I’m off to shout at children on bikes wearing iPods, shake my fist angrily at people who don’t pick up after their dogs and find some nail scissors to trim the lawn.