“Just writing to say how damaging your current TV ad is. I am a primary headteacher working with young children, where we teach that waiting is a good thing, that patience is a virtue worth learning and prizing, that there is much to be learnt and reflected on whilst waiting. The ad is misleading – wrong actually, as well as wrong-headed. Much patience, thought, care, reflection and TIME went into all the inventions you mention on the ad. It teaches people that you can get things quickly, whereas the really worthwhile things take time, and are really worth waiting for! As a school head, I will immediately embargo any Samsung products we have in school, and ensure that in the future we do not buy from you nor recommend your products”

They wrote back:

“With regard to your email, i am sorry you feel this way about our latest advert. Although it is just that, an advert. It is just advertising that the Jet is a fast and easy to use handset, unlike most touch screen phones available in the market at the moment, as well as reflecting the
needs of many people that the handset is aimed at, that lead busy lifestyles, and wish to have technology as smooth and fast as this. It is not an advert or product aimed at school children, and as such isn’t felt that they will find any subliminal messages in the advert to want to not be patient, or rush things”

I beg your pardon? WHAT exactly was subliminal about the message? And who in Samsung thinks that schoolchildren are not going to see this? Sorry, I am getting impatient. Which is a sin. I apologise.

I am a primary headteacher and fight against impatience in the government for results and “progress” (whatever that is) whilst simultaneously waging war against it in myself when teachers don’t “get it” straight away! AND trying to inculcate it in parents and children. Trying to plant, nurture and water young seeds in the expectation that they will be grown by Friday is a nonsense so I encourage EVERYONE who sees the ad to tell themselves “Impatience is a sin – it takes from us time, perspective and the chance to reflect”

Years ago, in Freedom of Simplicity, Richard Foster recommended that if you needed something, then pray for it and wait a week or fortnight. God might provide it. He might not. After a week/fortnight, reevaluate if you still want or need the thing. Then decide whether you want to buy it or not. Sound advice that cuts away at impatience.

Huw