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.

He needs to go on the naughty step. I hope he was made to clean up.

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.

It was very sexual

Very uncomfortable

Haha @SirChenjins, I think youve got it...

I don't care if that child is Arthur or Martha but what I do know is that he needs a slapped arse.

Agree with SirChenchins.

@littlbrowndog

It was very sexual

Very uncomfortable

This. A lot of pouting. Strutting.

No he is not just wearing a dress. My son loves "being Anna" and acts like a normal preschooler.

This boy is pouting, strutting, being a diva and that is the point. If he were wearing wellies and fairy wings and accidentally getting mud on the carpet that would be a little boy being himself.

This kid is wearing full make up, doing duck face, and yes, trashing the house while the mum and sister cringe silently, heads down whilst their stuff is being wrecked.

Wow. A boy showing off and wanting to be the centre of attention (perhaps presenting himself in stereotypically feminine ways as a way of getting more attention?), disrespecting his sister and mum and their home and possessions.

And the message is to just let him do what he wants. Sister and mum are just part of the background.

Heh, do you think John Lewis would "let life happen' in one of their stores.

I'm actually baffled at who the advert is targeted at. I do wonder if it could be classed as false advertising as you certainly wouldn't be able to claim for deliberately destructive actions.

Well that ad is dishonest because JL home insurance does not cover wilful damage by a family member in your own home.

I agree with all the posts above, especially @SirChenjins’

I don’t understand either. It’s an insurance ad with a wee boy pouting and striking drag queen poses

Who is it going to appeal to

Fucking bonkers

@dolorsit.

Yes, I wish I had the guts to let life happen in one of their stores!

I wonder if those dangerous halfwits at Mermaids or Stonewall advised John Lewis.

....what a weird advert, for home insurance in particular! 'Let life happen?' By letting your wean destroy the house?

So if one of my wee boys trashed the house would they pay up,

Am gonna phone them in the morning. See what they say

Quite a few commenting on YouTube that they 'love it' though...

Isn’t it just meant to be like a musical where they do stuff like leap up, jump on tables and dance regardless of the other diners etc?

@TheLittleRedToothbrush

Well he's a little shit isn't he. Anyone whose got JL insurance might like to jam their lines and ask if there children ruined the house cos he felt like it would they pay up ... fuck would they ... and don't even get me started on the message this sends out to girls .. yes little girl your brother can intimidate you and smash stuff up cos that's what makes do to women so get used to it .... And breathe......

Exactly, it's terrible.

Because women and girls have been silenced @OverByYer

@Essen I assume that was the idea but it's the incongruity that this advert is for home insurance which jars. As pp's have said, I'm hazarding a guess that JL Home Insurance wouldn't cover this sort of damage.

I found the pouting and strutting uncomfortable. Too sexualised.

[quote Hoardasurass]@rabbitwoman that is a rather disingenuous take on the advert the child in question is not just throwing glitter about but purposely rubbing paint into furniture and woodwork after throwing an umbrella at what I presume is supposed to be their sister and intentionally chucking her paint on the carpet and it's all good really.
Are we supposed to say that the bullying of a girl is OK or to be ignored[/quote]
Whoa there!! It's an advert. It's supposed to be silly fun,and a bit surreal.

Unfortunately it's raised hackles because, well, exactly what SirChenjins said.