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.

I am so glad my home insurance isn't with JL as I'd have to cancel it after seeing this.

Why on earth would a respectable brand like JL want to be associated with sexualising children, misogyny and misleading their customers?

Because at the behest of TRA organisations, this is the prevailing culture in all walks of life - government, civil service, judiciary, schools, commercial organisations. Just replace the word "customer" with "electorate", "defendant/claimant", "pupil/student" etc.

And it's the in thing, doncha know!?

All things Jamie, sparkly, fancy, can be appropriated for selling anything you like.

Cos it's most definitely the innest of in things ever!

Fancy should be have been dancey...

Everyone involved in the creation of that repellent ad would benefit from a good slap and having their stuff spoiled by obnoxious little brats
Seems I've made my last purchase from JL, then.

Definite Desmond is Amazing vibes from the boy - can't be a coincidence surely? Grim.

@candycane222

Yep *@WorriedWishingWell, I thought @SirChenjins* made a great point too. Cannot understand what was unacceptable about it???

It made sense but also made a certain sector angry cos it was true.

Wish I’d seen what SirChenjins said!

Me too!

Adweek says
'With people spending more time at home during the Covid-19 pandemic, British retailer John Lewis turns a house into a platform for one boy’s playful self-expression.'

Bollox !

JL can woke off as far as I'm concerned - I'm so sick of this sexist stuff , they don't read the papers I read.

@GrandmaMazur

Wish I’d seen what SirChenjins said!

It was a very good analogy between the ad and the position we find ourselves in tdoay. I'm guessing (as I had a post removed for similiar a while ago) is that you can't tar all people of particular group with the same brush.

But if you think about the ad as an anology with the main character of one sex riding roughshod over the people of the other sex in the ad you won't be far off. Obviously this was a bit too close to the bone for some.

Is 'self-expression' the new 'spirited'?

@PattiPritell

Adweek says 'With people spending more time at home during the Covid-19 pandemic, British retailer John Lewis turns a house into a platform for one boy’s playful self-expression.'

Bollox !

Wow timely. It’s only been 18 months.

Got to love ‘spirited’. Of course, a nice middle class boy in a Victorian terrace is allowed to be ‘spirited’. Can you imagine if an advertiser made an ad with a kid in a flat, wearing a tracksuit, trashing their house? They be branded a nasty thug.

The reactions of the daughter/sister are a bit disturbing to me. No normal sibling in a normal household would just sit there not reacting. I grew up in a violent/chaotic household. I can remember having to remain very calm and passive/non reactive while our family abuser was charging around the place out of control. We had to wait until they tired themselves out. The paint thing reminds me of homework being ripped up in my face. I still go very still when anything bad happens now, I just don't panic/react when I probably should.

Can you imagine if an advertiser made an ad with a kid in a flat, wearing a tracksuit, trashing their house? They be branded a nasty thug.

Absolutely.

Also, interesting that there is no father figure in the ad. I doubt that the public would buy into the "man of the house" sitting back passively while that happened.

Pouty, sexualised, destructive, horrible bratty little boy and yep - definitely giving me drag Queen vibes

I don't want to misquote SirChenjin but my take on the ad, and what I recall her saying, was that the ad is analogous to certain TRAs trampling on women's rights with no regard for the effect on women, and the women/girls being unable to say a word about it.
Obviously, not all trans people are like that.

Not the point of the thread I know, but I’ve just got the name SirChenjins! Bit slow off the mark today I think, I thought it was just a nonsense word.

Brave stunning destructive and entitled.

I thought it was funny it made me smile, but then I can't get too worked up about adverts 🤷‍♀️

Playful self-expression?

Vindictive destructiveness more like.

@JohnnyMcGrathSaysFuckOff

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.

Omg this advert makes me feel very uncomfortable! As a PP asked , what do JL think they are saying in this advert.

Jesus Christ that mum needs to get a grip of her little shit!

@Piapiano

I've complained to JL saying that it's fine for a boy to wear a dress but when you combine that with over the top make up, pouting and sexualised poses it is sexualising a young child.

It is also reinforcing harmful stereotypes of "boys will be boys" I.e. violent, bullying and antisocial while the woman amd girl look on quietly (too scared to react?). How misogynistic.

It is also misleading as PP have said, deliberate damage isn't included in their home insurance cover.

Why on earth would a respectable brand like JL want to be associated with sexualising children, misogyny and misleading their customers?

Just asked my cousin who works on the shop floor, he said they pay out on insurance as children aren't classed as responsible for damage. They often give refunds for insured items they've bought in store. I told him the advert is a disgrace