John Lewis releases 'let life happen' insurance advert
We use your sign-up to provide content in ways you’ve consented to and to improve our understanding of you. This may include adverts from us and 3rd parties based on our understanding. You can unsubscribe at any time. More info
The ad depicts a little boy dressed in his mum’s clothes thrash his living room while his sister obediently plays in a corner.
Shoppers also argued the company’s insurance policy would not cover the damage caused by the unruly boy who caused chaos with, seemingly, no adults in the room. John Lewis, though, says it did “customer research” before producing its latest advert and it has been “well-received”.
But one viewer tweeted: “The sexism and sometimes violence that seeps into relationships between sisters and brothers – encouraged by adults who indulge boys while demanding meekness from girls – isn’t discussed enough. I’d hope at least that stupid John Lewis advert can be a starting point.”
Another posted: “I just caught up with it after seeing all the Tweets. It’s just awful. If my child behaved like that I would be so disappointed with how selfish and inconsiderate they were being. Its just needless destruction, expecting the woman and the girl to sit in meek compliance.”
In the advert, the young boy gallivants around his home with a gleeful look on his face while dressed up in his mother’s clothes, heels and make-up to the soundtrack of Stevie Nicks.
It was first aired during an episode of Great British Bake Off this week, Manchester Evening News reports.
However, during this episode, another tweet read: “I have watched your new ad for home insurance. It implies to me you would pay out for this damage depicted, caused while an adult is passively watching the boy wreck the house. Can you confirm this is the case, please?”
Another said: “Implying to kids it’s okay to trash your home. Misfire on all levels John Lewis.”
A third stated: “The John Lewis advert of a young boy being the centre of attention for trashing everything while his sister obediently sits and paints in a corner is sexism encapsulated in sixty seconds.”
John Lewis unveils ‘Give a Little Love’ 2020 Christmas advert
John Lewis is well-known for its iconic Christmas adverts, including the The Man on the Moon ad in 2015 in which a young girl tried to contact an old man spotted living alone on the Moon.
And the department store giant pointed out that a young girl featured in the Tiny Dancer home insurance advert in 2015, so this year the brand decided to choose a young male actor for the advert.
A spokesman for the chain said: “Our advert is a dramatic, fictional story showing our main character getting carried away and dancing to his favourite song – unaware of the unintentional consequences of his actions and does not show wilful damage.
“If customers have Accidental Damage Cover with our Home Insurance, this would cover a range of major and minor home disasters – which includes unintentional breakages caused by children in the family. We carried out customer research on the advert prior to its launch and this was well received.”
Source: Read Full Article