John Lewis and it’s ‘gender relaxed’ ad

If my DS knocked over DD’s paint like that no one would be able to hear Stevie Nicks over the sounds of fury and recrimination.

Well this ad has made me feel I need to make a stand and not shop at JL - such a shame because I actually like shopping there but no more

though of course the ad agency will just love the fact there is a "conversation". Wanker cunts of death that they are.

Probably best if it's mostly ignored, for this reason. I can imagine it turning up in one of those Remember the 2020s shows and being analysed for being ridiculous for all the reasons mentioned.

The "moves" imposed on that little boy reminded me of a clip from a "trans girls" camp or similar in the US:. One of those depressing US 'my trans story' docs where a youngster (definitely pre puberty) possibly not 'out' as a girl at school, could go and be their 'girl self' with other trans girls, and that seemed to comprise dressing up in gowns and flirtatiously tossing boas about and hip jutting. It was grim. Kid, you may be disappointed when you grow up amd find out what being female really entails...but I digress.

I hate it that JL have done this ad because of what the JL brand carries with it - kind of utterly bland uncontroversial middle class respectability. And suggesting male entitlement and girl identity = sexualised is, therefore, normal, bland, acceptable, respectable.

I actually really hope the Dail Fail rips them a new one ( though of course the ad agency will just love the fact there is a "conversation". Wanker cunts of death that they are.)

Man, I love stevie nicks (misses the point).

I am absolutely gobsmacked at this crap; even more so that it's JL!

'Let life happen?!'
What - let your kids do whatever they want to destroy your house on purpose and their insurance will pay for it...

Their Marketing Manager is on glue

I wonder if it's worth complaining to Ofcom or the ASA or whoever deals with these things that it is sexualising young children.

John Lewis is just trying to keep up with our ‘anything nowadays goes’ stuff, and they failed miserably.

That advert shows a child who is clearly old enough to understand what he is doing is wrong and the damage being done is deliberate- particularly tipping over his sister's paint.

The dancing was sexualised in my opinion and was all about look at me look at me. Mum didn't look shocked like this behaviour was normal which made me think the boy had learning difficulties. I'm not sure what modern parenting is, but surely it's not this!

Imagine the little girl filmed in the same way along with the makeup, the pouting and some sexualised dance moves. JL would be slated

Yes, the sexualisation is horrible. Children often do innocently mimic sexualised poses that they've seen in pop videos etc, but it's always uncomfortable to see as an adult. I don't like it in an advert at all. An equivalent of the clumsy girl, with a boy in a tutu, would have been fine.

It's a little brat deliberately breaking and spoiling things and bullying his sister.

Irrespective of any feminism angle, I just watched the ad and was horrified to see a child wrecking the home. There was no joy in it. It wasn't cute. The child is too old for it to be thoughtless exuberance. If my DC had done any damage like that, I would have been distraught. It's horrific. I really find it hard to believe anyone would like that ad, with all that wanton damage.

This tweet! 'Modern parenting'
twitter.com/brand_equality/status/1447569623633862663?t=N4PXyu3ms4rS4aEY0Ioekg&s=19

[quote Hoardasurass]@rabbitwoman I would expect it was the 2nd part of your comment. I don't want to get deleted so am being circumspect about it. Though it was the 1 part of your post that I agreed with 🤣[/quote]
I find this utterly bizarre.

To be candid..... Surely its the consequences of this ideology that we not only hugely disagree with, but discuss exclusively on this board which was set up especially to do so....

..... and that's why what should be a charming, funny, surreal advert is seemingly falling flat with us....

It's annoying as fuck. Little shit smearing mess all over the house at his age. And guess which mug will have to clean it all up.....

It's threads like these that do absolutely nothing to get people on board with you. Come on. It's obviously a perfectly fine advert that has got nothing to do with sexism and equality. I actually quite like it.

I've just watched the "tiny dancer" ad / it hits many of the same beats eg dislodged picture frames but no actually damage happens. It just shows a lot of near misses caused by a little girl dancing in her tutu.

If this was just a little boy dancing around in his tutu and narrowly avoiding carnage as he goes we'd probably all find it quite cute.

However this one has the little boy either being extremely careless or outright disruptive. And we're all meant to love it because the boy is wearing a dress!!

Imagine the little girl filmed in the same way along with the makeup, the pouting and some sexualised dance moves. JL would be slated.

Dear John Lewis

I'd like to make a £5000 claim on my house insurance because I let my out of control child run around the house deliberately wrecking things and decided to just let it happen rather than tell him to stop.

When will I receive the money?

I'm not sure what the underwriters will make of that. I think they're rather more sensible than the advertising department.

wanker cunts of death.