John Lewis boy in dress commercial has been taken down

Chris Pash
By Chris Pash | 28 October 2021
 

The John Lewis ad showing a boy, wearing his mother's dress, shoes and jewellery going on a fun rampage in his home, has been withdrawn but not because it may have offended some people.

The UK department store group says the Financial Conduct Authority considers the content to be potentially misleading and could cause customers to be confused about home contents insurance. 

“The Let Life Happen John Lewis home insurance advert was created to show a joyful depiction of a young actor getting carried away with his performance, oblivious of the unintentional consequences of his actions,” the company says

“We would like to clarify that accidental damage cover is available as an add-on to John Lewis's new home contents insurance product and only covers accidental (not deliberate) damage.”

The commercial delighted many with the high sense of fun and a carefree devil-may-care attitude

But it upset some on social media for the gender issue -- a sexualised and entitled boy -- and home damage.

The one minute clip, created by agency adam&eveDDB, shows a nine-year-old's trail of accidental damage as he gives an enthusiastic and dramatic performance to the soundtrack Edge of Seventeen by Stevie Nicks.

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