John Lewis and it’s ‘gender relaxed’ ad

Little fucker. I hope that's on after the watershed. Don't want kids copying that!

It is a bloody stupid ad though

I also suspect that this ad was not tested properly or even run past a diverse group of staff for feedback

Agree. If they had I think at least one person would have pointed out the problem with implying that they will insure against deliberate damage.

It's also puts GNC kids in a bad light, portraying them as spoilt little shits!

A lot easier. A hidden folder. Music streaming. Apologies for typing!

Well I hope people consider whether to continue shopping there and don't just criticise the ad but do nothing more.

The child is also far too old for this to be funny anyway, it would have been slightly better with a toddler, but this kid is like 8 or 9 years old!

The age is, again, a deliberate choice. You could not get even a whiff of a toddler pouting and strutting and back to the wall 'fainting' through. You should not be getting any of it through, but it has been approved and here it is.

Teal just isn't a colour that I have seen in paint palette sets for kids. It is striking once you see it. It makes me very suspect that every choice here is deliberate and signalling loudly (except for environmental impact, but hey, if you are a 'diva' there is no need to think of that is there. I mean glitter is just one thing, the destruction of so much else there too, that are non-recyclable).

I also suspect that this ad was not tested properly or even run past a diverse group of staff for feedback. I think this ad was nurtured through its steps before release ie. people were either too worried about giving honest feedback or only the 'right' people were asked for feedback.

Another thing I suspect, is that the insurance arm may fall under a different corporate structure and may not have been even approved by general JL head office.

I must say I'm starting to come to the view that this ad is a loteasiee to read as satire than anything else.

Is there a secret GC activist at the agency, with a hidden foldee on their computer labelled "queering the pitch." ? Are we going to get ads featuring a teal car and a pink car hurtling round a park disrupting a women's rounders game? Or a music atreaming service ad featuring a man putting on a teal and pink gown and singing the soprano lead in an opera, through an autotune?

It's the implication that a male being destructive and aggressive including directly towards females, is something positive and joyful and to be 'celebrated', presumably just because that male is wearing a dress...

It's just a total ad for patriarchy really isn't it?! What were JL thinking?

John Lewis have inadvertently made the perfect GC advert. It's delicious. And they're getting slaughtered on twitter - rightly.

My first thought on watching that advert was that someone at JL/the ad company is secretly GC and that the ad is actually meant to be an allegory for our times.

The bit where he trashes his sisters paints while she is happily doing her activity is particularly shitty.

As for him having additional needs - I work with kids with special needs and I can tell you that none of them would get away with that level of deliberate destruction, not even in a dress!

The child is also far too old for this to be funny anyway, it would have been slightly better with a toddler, but this kid is like 8 or 9 years old!

It reminds me of a Catherine Tate sketch. The mum will be asking if the kid wants a cinnamon and goosebury yoghurt whilst yelling for the au pair.

It's interesting in it's lack of ethnic diversity. John Lewis usually try and be multicultural in their ads. I wonder if they had the sense to think " a black kid trashing the house will make us look racist, the kid has to have white privilege and an indulgent middle class Guardiany mother to look believable"
It makes me not want to buy John Lewis house insurance as I now suspect it is overpriced due to parents claiming when their "free range" spoilt darlings trash the place.

[quote merrymouse]I disagree / I'm in a similar line of work and we take colour/props placement etc very seriously. The devil is in the detail

I'm not sure. They clearly tripped up on the glitter placement.

Removal of micro plastics from products is a big deal at the moment. If the agency cared about detail they would be on top of this, given John Lewis' stance on this issue.

www.johnlewispartnership.co.uk/media/press/y2021/pioneering-projects-funded-by-Waitrose.html[/quote]
Yes re glitter. Male aggression is also a big topic and look how that's played out!

It wouldn't surprise me if the colours were the ONLY thing they'd paid attention to Tbf!

How could John Lewis get it so wrong.

It’s grandad trying to be down with the kids and fucking it up

The advert is inaccurate, unpleasant and just plain mystifying

They’ve been led up the garden path

I disagree / I'm in a similar line of work and we take colour/props placement etc very seriously. The devil is in the detail

I'm not sure. They clearly tripped up on the glitter placement.

Removal of micro plastics from products is a big deal at the moment. If the agency cared about detail they would be on top of this, given John Lewis' stance on this issue.

www.johnlewispartnership.co.uk/media/press/y2021/pioneering-projects-funded-by-Waitrose.html

What the ever loving fuck is that piece of indulgent nonsense!??

It’s the bit with the sister that bothered me most. He’s throwing stuff around near her, the body language is aggressive and then he deliberately spills her paint, so spoiling her activity. And she just sits there - which suggests she’s used to this kind of behaviour and her ghastly brother being indulged. It’s not nice to watch.
Also, I thought there were particularly strict rules about not being misleading when advertising a financial product (which this is). The ad is literally saying “let life happen” - cos JL will pay for it, is the clear implication people will take away. That does seem pretty misleading to me.

Waitrose no longer includes glitter in products because of environmental damage.

Presumably the Ad company didn't get the press release.

He smears the trans flag colours in nail varnish down the bannisters too.

The message being 'I'm dressed as a woman so I can do whatever the fuck I want.'

If it's deliberate it's genius.

What a horrendous advert. I just feel stressed watching it and I need a sit down.

Also not the point but surely it's not a good idea to show a child spinning a saucepan round.

That final shot where he drapes himself upside down over the sofa and stares suggestively at the camera is creepy.

I thought that too. It’s a very sexualised gaze into the camera. Absolutely horrible to see that on a child.