Feminism: chat
John Lewis Ad Pulled for Sexist Stereotyping Writ Large
LittleWingSoul · 28/10/2021 08:27
www.theguardian.com/business/2021/oct/27/john-lewis-pulls-controversial-advert-for-being-potentially-misleading?CMP=Share_AndroidApp_Other
It first ran on 11 October and featured a young boy dressed in his mother’s makeup, dress, jewellery and heels, marching around his home smearing paint on the walls, kicking shoes at lamps, throwing an umbrella at a vase, spilling a glass and throwing glitter into the air.
Viewers had been concerned about a range of issues to do with the ad. One Telegraph writer went as far as to say the 60-second advert “represented a terrifying snapshot of all that’s wrong with Britain right now”.
Judith Woods suggested it had been “dreamed up by Generation Rent, who have no idea – no concept – of how much blood, sweat and toil grownups put into buying a house and making it nice”.
A Daily Mail writer called it a “stupidly provocative and divisive advert” that had failed to hit its mark and had instead indulged in “sexist stereotyping writ large
LittleWingSoul · 28/10/2021 08:34
The article goes on to say:
Writing on Twitter, Isabel Oakeshott had also complained that the depiction of a boy wearing a dress meant the department store was guilty of delivering “crass cultural lectures”.
Another viewer said the “young boy being the centre of attention for trashing everything while his sister obediently sits and paints in a corner is sexism encapsulated in sixty seconds”.
The main thrust of the reason it was pulled is that the advert is misleading in what JL's life insurance will actually cover, but I'd be so interested to see the nature of all the complaints for the "crass cultural lectures" were. The not so subtle "Let Life Happen" tagline is a very equality index virtue signalling isn't it!
Pinkfairylights · 28/10/2021 09:45
I'm glad it's been pulled - virtue signalling, misogynistic shite.
I prefer this version - watch to the end.
twitter.com/blablafishcakes/status/1453396857649090560
TonyThreePies · 28/10/2021 09:50
[quote Pinkfairylights]I'm glad it's been pulled - virtue signalling, misogynistic shite.
I prefer this version - watch to the end.
twitter.com/blablafishcakes/status/1453396857649090560[/quote]
MakingTheBestOfIt · 28/10/2021 09:51
[quote Pinkfairylights]I'm glad it's been pulled - virtue signalling, misogynistic shite.
I prefer this version - watch to the end.
twitter.com/blablafishcakes/status/1453396857649090560[/quote]
Very funny
I think Supernanny need to use it as the intro to their next series.
MichelleScarn · 28/10/2021 10:00
[quote Pinkfairylights]I'm glad it's been pulled - virtue signalling, misogynistic shite.
I prefer this version - watch to the end.
twitter.com/blablafishcakes/status/1453396857649090560[/quote]
That's brilliant!
Still can't believe he will likely have been given direction to look the sister dead in the eye before he pauses and destroys her things and drops the paint all over the carpet.
ClaudiaWankleman · 28/10/2021 10:15
Judith Woods suggested it had been “dreamed up by Generation Rent, who have no idea – no concept – of how much blood, sweat and toil grownups put into buying a house and making it nice”.
This is a very weird take. Generation rent is usually used in the context of those who became adults post 2007 and have been stuffed by rapidly rising house prices, climbing rent and a lack of housing stock despite wages not climbing at the same rate. It's not that they don't know what 'grownups' do, it's that they haven't had the same opportunities.
It's not a term for people who prefer to rent over buy, as if that's the end goal.
PegasusReturns · 28/10/2021 11:11
If the boy had been podgy, shaven headed and wearing poorly fitting sportswear there would have been an entirely different reaction to the advert.
The fact he is wearing a dress means his destructive behaviour and disregard for his mother and sister is ignored.
A metaphor for life I think.
Cuck00soup · 29/10/2021 11:06
[quote Pinkfairylights]I'm glad it's been pulled - virtue signalling, misogynistic shite.
I prefer this version - watch to the end.
twitter.com/blablafishcakes/status/1453396857649090560[/quote]
Now that I can get on board with.
BrumBirth · 29/10/2021 11:18
Even though the adverts been pulled I think it’s actually done it’s job of getting people talking about John Lewis home insurance. I didn’t even know they did home insurance before we started talking about this advert.
I wonder what the reaction is within JL, whether they see it as a success and whether people have got in trouble!
SpookyPumpkinPants · 29/10/2021 11:26
@BrumBirth
I wonder what the reaction is within JL, whether they see it as a success and whether people have got in trouble!
The misnomer that all advertising is good advertising - is just that.
Not only would I not buy their home insurance, but I will not buy anything from JL
(I'm not sure they'll miss me!! 🤣)
SnarkyBag · 29/10/2021 11:49
I’ve read articles saying it’s only bigots that have complained and that it’s essentially the same advert as the one they did several years ago but with a girl dancing. I’ve watched both and they’re really not the same at all although both reinforce gender stereotypes IMO
HPFA · 29/10/2021 18:27
@ClaudiaWankleman
This is a very weird take. Generation rent is usually used in the context of those who became adults post 2007 and have been stuffed by rapidly rising house prices, climbing rent and a lack of housing stock despite wages not climbing at the same rate. It's not that they don't know what 'grownups' do, it's that they haven't had the same opportunities.
It's not a term for people who prefer to rent over buy, as if that's the end goal.
Yeah, I thought that was really crap too. Blaming Generation Rent for the opportunities that have been taken away from them.
To comment on this thread you need to create a Mumsnet account.