The John Lewis home insurance commercial divides opinion – and it's simple to see why! – spouse & home
John Lewis home insurance promotion is gaining attention money can't buy – if you think there isn't any bad press. The brand has become synonymous with warm advertising, but this one has polarized opinions.
Not many companies can claim their position is so prominent in the hearts and minds of the UK public. John Lewis has long been considered an icon of British culture, so the premiere of the John Lewis Christmas commercial has become an annual event.
The company has a lot more to offer than their department stores, and a recent advert for their home insurance got so many people talking. The ad shows a little boy in his mother's clothes who is going mad while he rips open his (very nice) family house. Think about makeup everywhere, dance on furniture, purposely knocking things over. Everything about the soft tones of the only Stevie Nick.
For some, the ad turned out to be entertainment at its best. "Forget the John Lewis Christmas ad, your home insurance is BRILLIANT," said a Twitter user.
Another added, "So … can we talk about the sheer fabulousness of the John Lewis home insurance ad?"
Many have praised the inclusiveness of the ad, combating gender norms, and the sheer, unbridled fun of the child performing all the time.
However, some consider the different gender representation to be too political. "Anything unusual or agenda-pushing about it?" said a Twitter user regarding the equality of the ad.
Others have pointed to their belief that advertising does indeed enforce old-fashioned gender norms and is the opposite of modernity. “Boy can wreak havoc while Sister destroys her colors and Mom looks on indulgently because she knows she's about to clean up. Well, boys become boys.
Others have claimed that it "sexualizes children" with some users saying they intend to boycott the retailer after seeing it. Boycott looks bad for any business, and given the permanent closings of some John Lewis stores after the lockdown, this is the last thing they need.
In response to this criticism, many have countered that no one seemed so upset when a similar ad with a dancing young girl was produced by John Lewis in 2017.
Since the ad also appeared to show a child deliberately destroying his family's home, one person commented, “Dear John Lewis, I was looking at your new home insurance ad, passively watching the boy destroy the house. Can you please confirm that this is the case?
Given the ongoing outrage expressed by some and those who wondered if their insurance would cover such an incident, John Lewis got the floor.
"While many children dress up and dance in their homes, the ad is a dramatic, fictional story created for entertainment. We hope our customers will appreciate this ad for the way it was intended."
Beautiful pictures, storytelling, emotional roller coasters, powerful ballads and lots of luxury items – at prices that are never consciously undercut. These are the components of your average John Lewis ad, or at least its retail-focused ads.
The proof lies in the pudding for insurance brokers after GoCompare named John Lewis the winner at its very first Insurance Awards.
Despite the backlash, on the whole, one person could have hit the nail on the head by saying, “When are we all so uptight that we don't appreciate a lighthearted, fun ad? a social comment, it tries not to upset anyone. Calm down before you pass out! "