John Lewis’s new advert divides parents

Written by on October 15, 2021

The 60-second clip has been called ‘appalling’ and ‘sexist’, and left parents questioning whether the home department store would really pay out for accidental damage depicted in the advert.

High street giant John Lewis has come under fire for its new campaign, advertising home insurance.

The store’s latest advert – a 60-second clip of a boy dressed up in his mum’s clothes, heels and make-up, dancing around the house while creating a mess and breaking ornaments – hasn’t gone down well with viewers, who’ve called it ‘appalling’ and ‘sexist’.

Many have also questioned whether the department store would really pay out for the damage depicted in the advert.

Shoppers took to Twitter to share their thoughts, arguing that John Lewis’ home insurance would NOT pay out for such damage.

One viewer wrote: ‘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 wrote:

‘Their Terms and Conditions contradict their advert,’ sharing a screenshot of the store’s home insurance policy that claimed it would not cover damage ‘caused deliberately by your family’.

A third wrote: ‘Also implying to kids it’s okay to trash your home. Misfire on all levels John Lewis.’

‘There is no way your kid tearing up your house counts as “accidental damage” under ANY home insurance policy,’ said a fourth.

Others were quick to point out the advert’s sexist undertones.

‘Woman watching in despair as the boy destroys the house, sister’s painting destroyed, just part of boys’ fun – who thought this was a good idea?’ said one angry viewer.

‘You seriously sat down at a meeting and said yes, this is the way to go? The sexist message is abysmal. This isn’t fun it’s appalling.’

Another said:

‘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 60 seconds.’

‘His sister doesn’t look like she’s having much fun when he chucks an umbrella at a shelf above her head and then wrecks her paints though. I really think you’ve missed the mark with this one. It isn’t fun or playful, it’s boys will be boys with extra glitter,’ said a third.

John Lewis have now released a statement in response to backlash over the advert.


The store said: ‘At John Lewis, we believe in children having fun and that’s why we chose this playful storyline for our latest advert.

‘It’s designed to show the young actor getting carried away with his dramatic performance. He is not wilfully damaging his home and is unaware of the unintentional consequences of his actions.’

The statement added:

‘If customers have Accidental Damage Cover with our Home Insurance, this would cover a range of major and minor home disasters – including unintentional breakages caused by children in the family.’

How To Talk So Little Kids Will Listen: A Survival Guide to Life with Children Ages 2-7 is a must-read for all parents

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