Little boy in wheelchair spots himself in a store ad—and his reaction is everything
In a TikTok video by @ezbruhhspinz that recently captured the hearts of millions, a young boy in a wheelchair experiences a moment of pure joy upon seeing a store advertisement featuring a model who uses a wheelchair just like him. With wide eyes and an excited voice, he points and exclaims, “That looks like me!” It’s the kind of moment that stops you in your tracks—the kind of moment every parent hopes their child gets to feel. With over 23 million views, this viral video has resonated widely across TikTok.
For moms raising kids who don’t always see themselves reflected in the world, this video hits especially hard. It’s a reminder that representation isn’t just a nice idea—it’s essential. Seeing someone who looks like you in a book, an ad, or on screen tells you that you belong. That you matter. And for children from underrepresented groups, these moments can be life-shaping.
Related: The new ‘Rugrats’ reboot will feature a gay parent—because representation matters
The psychological impact of representation
That little boy’s emotional reaction? It’s more than just heartwarming—it’s backed by research. According to a study published in the Journal of Children and Media, children as young as three can recognize similarities between themselves and media characters, with these connections influencing their self-perception and social development. Dr. Nicole Martins of Indiana University, whose research focuses on media effects on children, explains: “Children who don’t see themselves represented in media may develop a sense that they are somehow unimportant or invisible in society. Conversely, when children see positive representations of people who look like them, it can bolster their self-esteem and expand their sense of possibility.”
The evolution of inclusive advertising
The advertising industry has made significant strides in disability representation over the past decade, though progress has been uneven.
A 2022 analysis published in the Journal of Advertising Research examined over 1,000 mainstream advertisements across multiple platforms and found that while disability representation increased by 41% between 2011 and 2021, people with disabilities still appeared in only 2.7% of advertisements—despite making up approximately 26% of the U.S. population.
Still, there have been moments worth celebrating:
Target began regularly featuring children with Down syndrome in ads as early as 2012.
In 2018, Gerber named Lucas Warren—the first baby with Down syndrome—as their Gerber Baby.
Nike developed adaptive footwear after working closely with disability advocates.
These aren’t just good PR moments. They matter—to kids, to families, and to the future we’re building.
What this means for parents—and why it matters
As a parent, you’ve probably seen it happen: Your child sees a character on screen or in a book and lights up. They point and say, “That’s me!” Or maybe they don’t—but you wish they could.
If your child ever has that spark of recognition, pause with them. Celebrate it. Talk about it. Say something like, “I see it too—that’s amazing!” These small moments of validation build confidence, identity, and belonging.
And if they haven’t seen themselves represented? Seek out stories, shows, and brands that make space for every kind of kid. Your effort tells your child: you deserve to be seen.
The business case for inclusion
Beyond the social impact, inclusive advertising makes business sense. The disability community represents a significant consumer market, with an estimated global purchasing power of $18 trillion, according to Return on Disability Group’s 2020 report.
Research published in the Journal of Consumer Psychology also shows that inclusive advertising positively influences buying decisions—not just for those being represented, but for consumers across the board who value diversity and social responsibility.
The bottom line
The viral video of a young boy excitedly recognizing himself in an advertisement isn’t just a feel-good story—it’s a moment that reminds us what’s at stake. Because when kids see themselves in the world around them, they begin to believe: “There’s a place for me here.”
And isn’t that what we all want for our children? To grow up in a world that sees them, celebrates them, and tells them their story matters.
Related: Mom shares powerful message about inclusive toys: ‘Representation matters!’
Source:
Children recognize similarities between themselves and media characters. Journal Of Children And Media. 2016. “Children’s future parasocial relationships with media characters: the age of intelligent characters.”
Gender differences in the relationship between children’s television use. Sage Journals. 2011. “Racial and Gender Differences in the Relationship Between Children’s Television Use and Self-Esteem: A Longitudinal Panel Study.”
Disability representation increased by 41%. Taylor & Francis. 2022. “Journal of Advertising Research.”
Estimated global purchasing power. Return on Disability. 2024. “Annual Report 2024.”
