John Lewis and it’s ‘gender relaxed’ ad

I wish, I'd love that discount I just fear I'm their exact target market!!

PigeonLittle I feel you must work for John Lewis

I don't feel like anything was sexualised but I can understand the misogynistic considerations people have.

Sorry to have missed SirChenjins post it sounds like it was both thoughtful and amusing.

The ad is appalling, it is disturbing that JL think it is appropriate to sexualise young boys in this way.

I’ve a pedophile neighbour (convicted of molesting that age group boys) I suspect he’ll enjoy that advert

@JumperandJacket you've summed up the difference well there.

It was clearly a child pratting about the house and every single thing he did, my sons have done at one point, although obviously not at the once!! Tried to climb on table, stuck hand in paint, put on adult clothes, swung about etc.

Ransacked your bedroom and emptied your drawers? Thrown a sibling's art project on the floor? And you thought this fun? The kind of behaviour that should be encouraged? Or even the kind of damage that might be covered by insurance?

This one is the complete opposite. It's not just the sex angle that bothers me (male messes things up while long-suffering females look on) but also the money/entitlement- don't worry about smashing everything up, someone will clean it up, someone will pay for a new one. Urgh.

Yes - the smug entitlement is really off-putting. Deliberately destroying property just isn't the same as getting a bit muddy as in the Persil Ad.

It's all very Bullingdon Club.

The advert reminded me of my children, when they really let go and play and are very unaware of their surroundings and chaos caused. His "pout" which is mentioned above I recognise in my children play acting.

The advert felt fun and carefree. I like spotting JL items through their home. I liked the vibrancy of colours and I felt it had a theme of "let kids be kids".

It was clearly a child pratting about the house and every single thing he did, my sons have done at one point, although obviously not at the once!! Tried to climb on table, stuck hand in paint, put on adult clothes, swung about etc.

I'm pretty GC so wasnt sure from first few comments what I would make of it but cannot see what all the fuss is about.

So I guess it’s all about the boy being able to express himself (albeit via destruction, aggression and bullying). But his sister is trying to express herself too, by painting, and somehow she’s not allowed. Nice message.

Comparison with the 2015 ad just shows how bad this one is- that one features a child dancing, lost in the moment and therefore endangering possessions but no actual destruction and absolutely no intention to destroy anything.

This one is the complete opposite. It's not just the sex angle that bothers me (male messes things up while long-suffering females look on) but also the money/entitlement- don't worry about smashing everything up, someone will clean it up, someone will pay for a new one. Urgh.

JL have already said in Twitter that it's not actually supposed to represent a scenario the insurance would cover. What a screw up.

Also such a shame as I'm all for GNC children being represented on TV- bring it on! Not just a wasted opportunity but actively harmful.

I really like this advert!

Oh total coincidence... chinny reckon.

[quote Itsanewdah]@Thefartingsofaofdenmarkstreet you are interpreting waaaaay to much into JL. I’m working with that sort if stuff daily, we’ve had lovely combinations - none of them the slightest bit intentional (many of the, funny, some dragic).
@Artichokeleaves he’s not in drag. Its a child in a dress. Wearing a dress is not drag.[/quote]
It's really complete coincidence that he uses the same two colours in both bits? And they just happen to be the trans colours?

Bollocks

Yeah Desmond thinks they totally stole his look. Of course it’s a boy doing drag.

Just watched it. He's a little shit that needs some forum boundaries. He's deliberately trashing the house

Desmond is Amazing seems to think that the ad is very Desmond is Amazing.

he’s not in drag. Its a child in a dress. Wearing a dress is not drag.

It's not just the dress though is it? I can almost hear the kid saying 'work it, bitch' as he sashays down the stairs.

Desmond is Amazing. Go and look him up. He's not the only one.

@Thefartingsofaofdenmarkstreet you are interpreting waaaaay to much into JL. I’m working with that sort if stuff daily, we’ve had lovely combinations - none of them the slightest bit intentional (many of the, funny, some dragic).
@Artichokeleaves he’s not in drag. Its a child in a dress. Wearing a dress is not drag.

I feel this ad will be used in future years - but not in the way JL intended

So it's just coincidence that he trails pink and blue crayon down the bannister and then paints his face with the same colours?

A boy in drag, hurling glitter, puts the paint of a political lobby on his face.

No. That really isn't innocent or accidental, you can't seriously be that naiive.

But because he is wearing a dress and makeup it's hilarious and something to be celebrated?

No thank you.