John Lewis and it’s ‘gender relaxed’ ad

[SouthernFashionista]

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.

Advertising Standards Authority link to make a complaint is here www.asa.org.uk/make-a-complaint.html

Reasons for a complaint could be a misleading advert or breaking the broadcasting code

www.asa.org.uk/type/broadcast/code_section/05.html
Rule 5.4 states Adverts must not condone or encourage bullying

This advert looks like it’s condoning bullying of a sibling to me

God you lot are so fucking tedious.

Making a gender non conforming boy seem like a self centred, entitled brat? What a shitty message to send out. Not inclusive.

@Squeakycatflap

God you lot are so fucking tedious.

Well at least we're having a grown up conversation

@Squeakycatflap

God you lot are so fucking tedious.

I'm very fucking interesting actually, so go and sort your cat flap out. WD40 helps.

@Squeakycatflap

God you lot are so fucking tedious.

We aim to please.

@Squeakycatflap

God you lot are so fucking tedious.

Yup. Safeguarding children from attempts to normalise their sexualisation by adults is sooo boring.

Yup. Safeguarding children from attempts to normalise their sexualisation by adults is sooo boring

Somehow its 'boring' and unacceptable for posters in this section to be going 'hang on a second, how is that ad anything but rather derogatory to gender non-conforming boys by saying they are ill behaved, destructive divas who need an intervention about their behaviour'.

Why is this problematic?

Cos its not in keeping with the fallacy that this section hates 'trans kids'.

The fact that its dripping with stereotypes that do no one any damn good kid of misses the point; hell how are we going to smear MN again?

And thats before we comment on the creepy sexualisation of kids.

'Boring'. Thats the best comment you can come up with? Boring...

@RedToothBrush

Yup. Safeguarding children from attempts to normalise their sexualisation by adults is sooo boring

Somehow its 'boring' and unacceptable for posters in this section to be going 'hang on a second, how is that ad anything but rather derogatory to gender non-conforming boys by saying they are ill behaved, destructive divas who need an intervention about their behaviour'.

Why is this problematic?

Cos its not in keeping with the fallacy that this section hates 'trans kids'.

The fact that its dripping with stereotypes that do no one any damn good kid of misses the point; hell how are we going to smear MN again?

And thats before we comment on the creepy sexualisation of kids.

'Boring'. Thats the best comment you can come up with? Boring...

Yep. Tedious, like they word irritating, is meant to convey distain. Which is fine in all sorts of circumstances.

But in relation to the sexualisation of kids? Not so much.

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.

@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

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.

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

Is this shit supposed to be aspirational?

@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.

@Squeakycatflap

God you lot are so fucking tedious.

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

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

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.

From John Lewis

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

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

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.

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

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.