Yesterday I watched Ethan as he brushed his teeth, trying to hurry him along so that we could leave the house. He was doing such a quick job that he didn't really even get the back of his molars and in a polite motherly tone I asked " Did you get your molars? You know- in the back?" He is always an honest child and he told me No as he quickly and intently jabbed the toothbrush to the back of his teeth to give them a good scrub. He watched himself in the mirror as he did this and the toothbrush would poke the side of his cheek with back and forth motion. He did this several times in a very focused fashion and stopped abruptly. "Uh-oh!" He said, " We need a Reach!"
Instantly it dawned on me that he was referring to the infamous Reach toothbrush commercials in which the cartoon man unhinges his jaw so he can reach the back. As we have never discussed toothbrush brands, this amused me greatly as I realized at four years old that advertising was already finely embracing him with its persuasive tactics- and Ethan was embracing back.
I laughed and pointed at the childsize red toothbrush in his hand " Look. Its already a Reach! R.E.A.C.H- see?"
My four year old- a fine consumer in the making :)