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.

Absolutely awful advert. It shows a child behaving horribly and a little girl and a mother’s seemingly unable to do anything about it.
It will appeal to upper middle class “hands off” parents who think their little darlings can do no wrong even when they’re being annoying little shits.

why are the two females in it so passive?

Wasn't the predecessor to this advert, a few years ago now, a little girl doing exactly the same thing? Yes, I remember, because my mum thought it was based on me!!

I found the pouting and strutting uncomfortable. Too sexualised.

^^ This.

A precocious, naughty boy treating his family and home with disdain. I hate it. Would it have even made it to screen if he wasn't done up like a naive, homespun drag queen?

If he was my child he’d be on the naughty step until 18! Not ok behaviour and JL should not endorse it! Made me cross just watching.

Let life happen? Noooo parent your fucking child.

Strange add. It's a fantasy of what some folks wish they could have had in retrospect. Seems weird though placing an that on this child. And it's so disrespectful of his mother and sister. Where's dad? Just generally awful.

What the fuck is this? A child trashing the house?

So the message from John Lewis is: get our home insurance. If you don't like your decor and can't afford to replace it, let a child have paint and whatever else they can lay their hands on, let them smash and bash stuff and then once the house is wrecked and needing repair, we'll pay?

The child is a great little performer, but fucking hell, the poor thing would need to be medicated for such trashing.

Plus, I am not sure this counts as accidental damage, when a member of the household deliberately does it, whilst mummy sits doing nothing?

Exactly.

That's not just a boy wearing a dress and making a bit of a mess while playing and having fun. It's intentionally destructive behaviour with lots of sexualised poses and pouts that are very creepy given his age.

Why not a boy wearing a dress and painting with his sister? And why was it chosen given that, as others have said, insurance wouldn't pay out for this kind of damage.

I can't imagine any parent's response to a child over toddler age intentionally throwing paint on the floor and smearing it on walls would be 'let life happen'

@SirChenjins you have phrased it perfectly. I’m not feeling very eloquent tonight due to illness. But what you say makes perfect sense.

Boys will be boys eh.

@rabbitwoman

why are the two females in it so passive?

Wasn't the predecessor to this advert, a few years ago now, a little girl doing exactly the same thing? Yes, I remember, because my mum thought it was based on me!!

Was that the un-Tidy Dancer one?

That was a different vibe because she was portrayed as annoying; whereas this boy is being portrayed as precious (in the adorable, valuable sense).

Fuck me, that paint spillage, let alone the disdain for his sister, is not endearing me to John Lewis.

What a horrible child. Horrible advert.

..... and why on Earth has my perfectly innocuous post been deleted?!

I said I liked the advert!!!??? It just leaves a sour taste in the current climate!?

What merits a deletion!?

I found this about the ad.

creative.salon/articles/work/adam-eveddb-john-lewis-insurance-let-life-happen

Claire Pointon, customer director for John Lewis said: “We wanted to inject joy, freedom and humour into this campaign. The story we landed on fulfils this, with the idea that when you have John Lewis’ Home Insurance with the option of accidental damage cover, you don’t need to worry anymore, you can just ‘let life happen’.

“The ad playfully highlights the things that could happen as Reggie dances around, freely expressing himself, from knocked vases and picture frames, to paint on the carpet and nail varnish along the bannisters.”

So I think they're saying, if you want your house redecorated and a load of new stuff, just take out their insurance and tell your kids to wreck the place.

(especially when that seems to be exactly what everyone else thinks....)

@SingingSands

Jeez. It's not insurance that mum in the advert needs, it's Supernanny.

Lol. One side eye from Ms. Frost would make me apologize. However, doesn't mom know that glitter is a very danger substance?

It’s not ‘accidental’ damage though, he’s clearly doing it on purpose! He looks absolutely psychopathic, like a young Patrick Bateman!

Who is it going to appeal to

People on twitter.