Page 9 | John Lewis and it’s ‘gender relaxed’ ad

SouthernFashionista · 2021-10-11T18:44:35+00:00

Curious to hear thoughts on the new ad from John Lewis. It strikes me as sinister. Why does a small child have to send out a message of LGBTQ equality? Why is he acting like a drag queen.

bellinisurge · 14/10/2021 11:18

My little darling has destroyed my Dior perfume collection, my Balmain suit and has ripped all the expensive flock wallpaper we bought from your Cheadle store last Christmas for our main stairwell. I couldn't stop them because it was important I let them express themselves. Luckily their sister spent 3 hours tidying up after them.
When can I expect my insurance claim to be processed. My reference number is :URFLLOFSH1T 2021

RedToothBrush · 14/10/2021 10:41

@trancepants

I showed it to my mother and she thought it must surely be an allegory for the current situation where males in dresses behave horribly and women are too cowed to say anything. I told her that was a theory some posters had here and she said it's the only thing it could be and she suspects it's a deliberate act of defiance to show what is currently happening and maybe get them to talk to each other about it.

I do think that's wishful thinking but on the other hand it really and truly is the only thing that makes sense.

Occam's Razor applies here.

Why try and attribute a master plan when the simplier explanation is simply that they fucked it up big time?

Idiocy tends to explain more than genuis

Coffeey · 14/10/2021 07:59

Making clothes out of the curtains would have been cute.

FabacrombieAndBitch · 14/10/2021 07:16

@candycane222

Yep, pouting, jutting hips, arm draped up the wall- very sexualised if you ask me. But then in drag culture, women= pouty and sexy so that's probably all the ad directors could be arsed to think of with what appears to have been very poorly thought through brief.

If they wanted to show us a little boy really at ease with his femininity, he could be doing something messy with his sister, or for her - like making clothes out of the curtains or something.

Yes this. Well said. Horrible advert that makes me grimace

Coffeey · 14/10/2021 06:57

anything children do is considered an accident wow! That's changed my view a bit. Like, if your kid is a little shit and deliberately vandalises things don't worry it's an 'accident'. Even if you sit there and let it happen.

Clymene · 14/10/2021 06:53

@toomanytrees

The response from JL on Youtube says they cover accidental damage. In the video it looks like deliberate damage. It would be good if someone could ask JL whether the damage specifically shown in the video would be covered.

Is there a deductible with this insurance? If so and it is deemed accidental, the policy holder will still be out of pocket, not to mention the time and inconvenience.

I rang and asked them. If you take out their additional accidental damage policy then it's covered because anything children do is considered an accident according to the woman I spoke to. But their policy also excludes fragile items like glass and ceramics.

PurgatoryOfPotholes · 14/10/2021 01:06

@toomanytrees

The response from JL on Youtube says they cover accidental damage. In the video it looks like deliberate damage. It would be good if someone could ask JL whether the damage specifically shown in the video would be covered.

Is there a deductible with this insurance? If so and it is deemed accidental, the policy holder will still be out of pocket, not to mention the time and inconvenience.

They've been asked on twitter, and they totally failed to comprehend the question. twitter.com/GaryJPowell/status/1448224253803892736?t=wLqs8gnisCHfO9yMwW9thQ&s=19

Skinnytailedsquirrel · 14/10/2021 00:08

I also said that I believed that John Lewis might be under the cult of St0newall. Is that wrong to say?

Skinnytailedsquirrel · 14/10/2021 00:06

I also suggested John Lewis was under the cult of Stonewall. Is that wrong to say?

toomanytrees · 14/10/2021 00:03

The response from JL on Youtube says they cover accidental damage. In the video it looks like deliberate damage. It would be good if someone could ask JL whether the damage specifically shown in the video would be covered.

Is there a deductible with this insurance? If so and it is deemed accidental, the policy holder will still be out of pocket, not to mention the time and inconvenience.

Skinnytailedsquirrel · 14/10/2021 00:02

Why did my post get deleted? I mentioned the little boy was being sexualised. Is that wrong to say?

trancepants · 13/10/2021 23:50

I showed it to my mother and she thought it must surely be an allegory for the current situation where males in dresses behave horribly and women are too cowed to say anything. I told her that was a theory some posters had here and she said it's the only thing it could be and she suspects it's a deliberate act of defiance to show what is currently happening and maybe get them to talk to each other about it.

I do think that's wishful thinking but on the other hand it really and truly is the only thing that makes sense.

LizzieSiddal · 13/10/2021 23:43

Thanks for posting that Littledog
So the Ad is 100% misleading then!

Piapiano · 13/10/2021 23:42

I've complained to JL. Not heard anything back yet. I hope they read this thread.

littlbrowndog · 13/10/2021 23:33

From John Lewis

KimikosNightmare · 13/10/2021 23:01

I've submitted a complaint to ASA.

I focused on (a) the destruction was very deliberate; (b) the pausing in the dancing to take time to deliberately tip over his sister's paints which amounted to bullying and (c) the abysmal failure on the part of the adult to do anything about the bullying.

Keepitonthedownlow · 13/10/2021 22:46

Much better would've been to show him accidentally damaging things, not running around like an entitled wee sh*t

Thefartingsofaofdenmarkstreet · 13/10/2021 22:45

@Squeakycatflap

God you lot are so fucking tedious.

Yeah its just so fucking tedious when women have opinions about something isn't it.......?

Thefartingsofaofdenmarkstreet · 13/10/2021 22:42

@PigeonLittle

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.

'Let kids be kids!'

Except if they are a little girl doing some painting, then they should accept their activity being destroyed in the name of their older brother 'expressing himself'.

What a load of bollocks.

OppsUpsSide · 13/10/2021 22:36

Is this shit supposed to be aspirational?

Skinnytailedsquirrel · 13/10/2021 22:31

This reply has been deleted

Message deleted by MNHQ. Here's a link to our Talk guidelines.

Coffeey · 13/10/2021 22:06

@Tavelo

What I don't get is how the ad doesn't do anyone any favours. The females depicted as still and passive as statues and the male, wearing a dress or not, just mindlessly trashing everything. There's just nothing to like about it, for anyone.

Exactly, it's confusing me how anyone thought it was positive for anyone.

Calmdown14 · 13/10/2021 22:06

If it was the boy in the same clothes, dancing on the bed and making a mess with make up in a playful way - giant powder puff of colours, accidentally wiping red lipstick across a while fabric headboard etc, I'd be okay with it.
But the poses, the destructive behaviour and the way the sister is treated make it extremely unpalatable to me.
I don't care what he wears but this has no place as acceptable behaviour, however staged and fun it is supposed to be

RedToothBrush · 13/10/2021 22:04

@Tavelo

What I don't get is how the ad doesn't do anyone any favours. The females depicted as still and passive as statues and the male, wearing a dress or not, just mindlessly trashing everything. There's just nothing to like about it, for anyone.

Absoluetely.

It should piss off EVERYONE!

Without exception.

Tavelo · 13/10/2021 22:01

What I don't get is how the ad doesn't do anyone any favours. The females depicted as still and passive as statues and the male, wearing a dress or not, just mindlessly trashing everything. There's just nothing to like about it, for anyone.