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.

Just a bizarre advert all round and not in a good way. Doesn't accurately represent the service, no parents can associate with calmly watching a child purposely cause loads of damage. Honestly the 'gender' element is the least unusual thing here. But I don't think they do the 'trans movement' much favour associating it with reckless behaviour at the expense of everyone/thing else.

Ugggh @OldCrone “the story we landed on” ad agency wanker cunts of death.

It seems totally demented to me. But I wonder if it's a reference to the ad they had once with the clumsy girl dancing to Elton John's "Tiny Dancer"? I thought that one was quite amusing....

I was just about to place an order with JL. I'll now buy the goods elsewhere and will write JL to let them know that "playful Reggie freely expressing himself" has meant the loss of a customer.

"Joy, freedom and humour" - there's not a scrap of any of that in the advert.

“Let life happen” entirely removes the agency from this little boy. The house just “happens” to be destroyed, it’s not him actively destroying it! I suppose he can pout and wear all the lipstick and glitter he wants but it still doesn’t take away his male entitlement to do whatever he pleases.

I do occasional surveys for JL, and so saw this ad a while back.

I told them I hated it, for many of the reasons already mentioned above.

Can't wait for their Xmas ad. (not). It's excruciatingly bad.

@rabbitwoman I would expect it was the 2nd part of your comment. I don't want to get deleted so am being circumspect about it. Though it was the 1 part of your post that I agreed with 🤣

This advert doesn't persuade me to purchase insurance. If I think about what the meaning is behind it my guess would be that there is a gender message - I don't know why the company thinks this would persuade me to purchase from them.

wanker cunts of death.

Dear John Lewis

I'd like to make a £5000 claim on my house insurance because I let my out of control child run around the house deliberately wrecking things and decided to just let it happen rather than tell him to stop.

When will I receive the money?

I'm not sure what the underwriters will make of that. I think they're rather more sensible than the advertising department.

I've just watched the "tiny dancer" ad / it hits many of the same beats eg dislodged picture frames but no actually damage happens. It just shows a lot of near misses caused by a little girl dancing in her tutu.

If this was just a little boy dancing around in his tutu and narrowly avoiding carnage as he goes we'd probably all find it quite cute.

However this one has the little boy either being extremely careless or outright disruptive. And we're all meant to love it because the boy is wearing a dress!!

Imagine the little girl filmed in the same way along with the makeup, the pouting and some sexualised dance moves. JL would be slated.

It's threads like these that do absolutely nothing to get people on board with you. Come on. It's obviously a perfectly fine advert that has got nothing to do with sexism and equality. I actually quite like it.

@Anycolourwilldo

It's threads like these that do absolutely nothing to get people on board with you. Come on. It's obviously a perfectly fine advert that has got nothing to do with sexism and equality. I actually quite like it.

🤪🤣

@Anycolourwilldo

It's threads like these that do absolutely nothing to get people on board with you. Come on. It's obviously a perfectly fine advert that has got nothing to do with sexism and equality. I actually quite like it.

Bless.

It's annoying as fuck. Little shit smearing mess all over the house at his age. And guess which mug will have to clean it all up.....

[quote Hoardasurass]@rabbitwoman I would expect it was the 2nd part of your comment. I don't want to get deleted so am being circumspect about it. Though it was the 1 part of your post that I agreed with 🤣[/quote]
I find this utterly bizarre.

To be candid..... Surely its the consequences of this ideology that we not only hugely disagree with, but discuss exclusively on this board which was set up especially to do so....

..... and that's why what should be a charming, funny, surreal advert is seemingly falling flat with us....

@nestoftables

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

I think they are deleting negative comments. One commenter said to report it but deliberately spelt report wrong so it didn't get picked up. I don't think they can delete the thumbs down though.

This tweet! 'Modern parenting'
twitter.com/brand_equality/status/1447569623633862663?t=N4PXyu3ms4rS4aEY0Ioekg&s=19

Irrespective of any feminism angle, I just watched the ad and was horrified to see a child wrecking the home. There was no joy in it. It wasn't cute. The child is too old for it to be thoughtless exuberance. If my DC had done any damage like that, I would have been distraught. It's horrific. I really find it hard to believe anyone would like that ad, with all that wanton damage.

@Anycolourwilldo

It's threads like these that do absolutely nothing to get people on board with you. Come on. It's obviously a perfectly fine advert that has got nothing to do with sexism and equality. I actually quite like it.

It's not a "perfectly fine advert"

It's a little brat deliberately breaking and spoiling things and bullying his sister.

Imagine the little girl filmed in the same way along with the makeup, the pouting and some sexualised dance moves. JL would be slated

Yes, the sexualisation is horrible. Children often do innocently mimic sexualised poses that they've seen in pop videos etc, but it's always uncomfortable to see as an adult. I don't like it in an advert at all. An equivalent of the clumsy girl, with a boy in a tutu, would have been fine.

The dancing was sexualised in my opinion and was all about look at me look at me. Mum didn't look shocked like this behaviour was normal which made me think the boy had learning difficulties. I'm not sure what modern parenting is, but surely it's not this!