There's this particular ad of a bank playing these days on various channels. I don't remember the name of the bank. It shows a seven-eight year old boy reminding the father about his future and that money has to secured for this purpose. Quite out of the blue.
For heaven's sake, which kid not older than ten-fifteen years of age will ask something like that? This is kind-of beyond the imaginable.
On the other hand we have a detergent brand asking children to play in dirt, implying that childhood involves all this.