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.

@Wroxie thank you. (i’m personally not a fan of the add, but some of the - now deleted- comments were incredibly hurtful

@Gastonia

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.

Exactly my thoughts.

They could have made the same advert but made the destruction accidental rather than deliberate.

The tiny dancer one of a few years back was funny and enjoyable to watch. All I can think when I watch this one is (1) why is a child that age deliberately causing all that damage, (2) why doesn’t he care, and (3) regardless of the insurance paying out or not, it would take hours of hard work to clean that up, then hours of hard work to claim for the new carpets, clear rooms ready etc. It’s not just a case of phone dear old JL and go back to your latte ad clearly designed by people who have never had to be responsible for this sort of thing

@IsabelGowdie

I'll try again to avoid deletions.

The ad shows a male child. He is destroying things, actively ruining things for a female child. All the while is doing performative womanhood.

The mother looks on, doing nothing. Why? Is she scared of the child's reaction?

We're all supposed to the think that the child is great, rule breaking, and free spirited. Rather than spoilt and destructive, and leaving others to clean up his mess.

We are not supposed to care that the girl's enjoyment has been ruined, or that she might not like having things thrown near her.
We're not supposed to care that he has cost the family huge amounts of money and the women and girl will be on their hands and knees cleaning up after him.

But he can pose, he can flounce. He is stunning and brave.

What does this remind us of?

Yes that is exactly what I see too and it's got to be deliberate.

Adam & Eve are one of the biggest ad agencies in the country, I am sure someone would have highlighted these very obvious points before it was signed off.

I didn't know JL offered home insurance and now I do so they have achieved an objective.

Aside from the gender issues, all I could think of when watching this ad is ‘it’s like when someone comes round for coffee with their little shit and looks on smiling while they trash the house’. Not exactly a positive association to make with JL.

I felt sorry for the poor little girl sitting quietly trying to be creative and getting her day ruined. Says it all really.

In a way it's a "queering" of the original advert with the girl.

What a load of weird shit. Wtf is John Lewis thinking??!

If this was a little girl smashing up the house playing cars or doing wrestling moves (which I also did - jumping off the landing on to the sofa and smashing the chandelier in the process) you'd probably be well into it but the second a boy is a little dramatic and feminine you're clutching your trans-agenda pearls like it's the end of the world. I've got a packet of grips if anyone needs one

No, I would not be applauding a little girl who deliberately breaks other people's property and who is clearly old enough to understand what she is doing. Nor would I be applauding a girl who is bullying her brother.

Oh and well done on working 2 tired, hackneyed old MN expressions into your post.

Mumsnet, why on earth have you removed the smart words of @SirChenjins Seriously. She said nothing offensive.

I've got a packet of grips if anyone needs one.

Sounds like you need them for yourself.

I think someone should let their kid do it and test whether the insurance pays out. Trades descriptions act?

That is a very strange song choice.

@Ereshkigalangcleg

I think someone should let their kid do it and test whether the insurance pays out. Trades descriptions act?

I had a read through the policy notes.

If you pay additional fees you can indeed insure against kids and their mates trashing your house.

Does Accidental Damage Insurance cover damage caused by children?
Yes – happily, with these add-ons you're covered for anything accidentally damaged or broken by your children or their playmates. This includes spills on the carpet or sofa and broken chairs or mirrors – although we cannot guarantee you against the associated seven years of bad luck!

No idea how much it costs though!

@SouthernFashionista

Mumsnet, why on earth have you removed the smart words of *@SirChenjins* Seriously. She said nothing offensive.

Possibly because it was accurate and quite funny. I often think the tide has turned when comedians start to make fun of something as it shows just how ridiculous it all is.

I can't believe that would cover a scenario where they deliberately trashed the whole house as it refers to "accidental" spills etc. But as I say, I'd be fascinated to see whether it did.

@SirChenjins was spot on. If you needed a visual metaphor for everything that has happened to women and girls for the past 5/6 years, this would be it.

@NorthernLion

That is a very strange song choice.

Fleetwood Mac have had a bit of a revival on TikTok. I’m guessing the out of touch ad execs who make this crap thought they were being cool.

I agree Ted.

Free speech indeed. Thanks Mumsnet 🙄

@Ereshkigalangcleg

I can't believe that would cover a scenario where they deliberately trashed the whole house as it refers to "accidental" spills etc. But as I say, I'd be fascinated to see whether it did.

There was nothing accidental in that advert. "Accidental" would be running past his sister , bumping into her and as a result the paints tip over; stopping, looking at her and deliberately tipping over the paint is not accidental.

Kicking shoes off and not realising they were on a trajectory with a breakable object is accidental; deliberately aiming at breakable objects isn't accidental.

There was nothing accidental in that advert. "Accidental" would be running past his sister , bumping into her and as a result the paints tip over; stopping, looking at her and deliberately tipping over the paint is not accidental.

I agree.

Very disturbing. It made me think of Desmond is amazing.

Yep that's pretty dreadful.

I'd love someone to phone JL and say how their son was so inspired by that advert... that he decided to re-enact it... and will they cover the damage?

[quote Itsanewdah]@Wroxie thank you. (i’m personally not a fan of the add, but some of the - now deleted- comments were incredibly hurtful[/quote]
Hurtful?

I am amazed that Sir Chenjins post on page 1 was deleted. It was an insightful and reasonable post, although I guess women expressing an opinion is no longer considered reasonable?
It has also had a lot of support from other posters in this thread (including me, although that is not obvious as I failed to use the quote button correctly).