John Lewis’s woke new television advert featuring a young boy dancing in his mother’s clothes, make-up and jewellery has upset the very audience it had aimed to please – because it’s not woke enough.
Viewers have taken offense at the high street giant’s ad, and accused the retailer of ‘sexism, misogyny and .’
The advert, named ‘Let Life Happen’, premiered during theon Monday.
It begins by showing a young boy in a messy bedroom filled with clothes and jewelry that has been dumped on the floor.
The boy, who is wearing a dress over and large necklace over a t-shirt, then flings a pair of heeled shoes at a lamp and low-hanging light before running downstairs.
But the retailer was last night accused of, ‘sexism, agenda pushing, appropriating trans culture and sexualising children’ by Twitter users.
The boy smudges paint on his face from a pallete he dropped onto the floor while dancing around the house
The advert begins by showing a messy bedroom covered in dumped clothes and jewelry, before the boy appears in a dress over a t-shirt
Twitter users have accused the retail giants of sexism after the boy caused carnage throughout the house
Twitter users said the advert showed a child ‘imitating heightened and sexualised “feminine” postures and gestures’
The advert also shows the boy picking up an umbrella and hurling it at an ornament while Stevie Nicks’ Edge of Seventeen plays in the background. Nick tweeted this in support of the ad
One user 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 sixty seconds.’
Another added: ‘The pouting and gestures are entirely reminiscent of sexualised imagery of women across adverts/music videos etc.
‘They aren’t what children automatically do when they’re just dancing and expressing themselves.’
A John Lewis spokesman told MailOnline: ‘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.
‘We featured a young girl in our Tiny Dancer home insurance advert in 2015, so chose a young male actor for this advert.’
The advert also shows the boy picking up an umbrella and hurling it at an ornament while Stevie Nicks’ Edge of Seventeen plays in the background.
Dancing and posing throughout, the spectacled boy then throws paint on the floor and, with his fingertips covered, then rubs it over his cheeks.
One user said the advert was ‘narcisstic, destructive, aggressive, and misogynist’
Others accused John Lewis of producing an advert ‘entirely reminiscent of sexualised imagery of woman
The boy smashes photo frames as he makes his way downstairs to continue the carnage shown throughout the advert
John Lewis has been hit with allegations of sexism, gender ideology and patriarchy following the release of the advert on Monday
A glass of liquid is spilled onto a kitchen surface and laptop as the boy makes his way through to a dining room, where the advert concludes with him throwing glitter
The boy then spins and sways his way into the kitchen, leaving painted handprints on the way and knocking over a glass of liquid before throwing glitter around the room while standing on top of a dining room table.
The advert, marketing John Lewis home insurance, concludes with the boy jumping on a sofa looking towards the camera while another lamp is seen falling to the floor behind him.
However, John Lewis been hit with allegations of sexism, agenda pushing, appropriating trans culture and sexualising children.
The retail giants were also accused of encouraging male entitlement and patriarchy due to a young girl and older adult woman appearing to do little to stop the chaos.
Another Twitter user said: ‘Opinions on the John Lewis home insurance “Let life happen” advert? I saw sexualisation of a male child imitating OTT feminised posturing, who was also acting like a bully and vandal…
‘And the mum and sister just let it happen? Parallels to real life are shrieking at me!’
In a blurb for the advert, John Lewis says ‘life is easier when you don’t have any worries’, before providing a link to its home insurance website.
Not all users were tweeting allegations, though, with some taking to the social media platform to defend the advert
Viewers, though, have said the advert promotes male entitlement.
Another tweet said: ‘Watched the John Lewis advert that people are talking about. Looks like male entitlement in a dress and make-up to me. We’ve been here before, haven’t we?’
However, some have suggested that many are overreacting to the advert and urged people to ‘stop moaning’.
One person said: ‘Good old free markets. If you don’t like, switch over. If you disagree, don’t shop.
‘This is coming from a 35 year old man who used to flounce about in my mums gear dancing to Kylie aged 5. It’s nothing new.’