The Controversy Continues! Watchdog Bans John Lewis’ ‘Boy In A Dress’ Advert

The Controversy Continues! Watchdog Bans John Lewis’ ‘Boy In A Dress’ Advert
SHARE
THIS



The controversy dogging John Lewis’ recent ‘boy in a dress’ ad continues, with the spot now banned in the UK by regulators for being “potentially misleading”. The ad has now been removed from all social media channels, although B&T has managed to post a version of it below.

For those unfamiliar with the highly publicised TVC, it features a young lad in a dress dancing to Steve Nicks’ classic Edge Of Seventeen while systematically trashing the family home. The spot’s advertising John Lewis’ latest home insurance product.

Called “Let It Happen”, when it debuted 10 days ago it caused a stink in the UK, not because of a kid in a frock, rather it was deemed “sexist” and “misogynistic” because the boy was seen to be having all the fun while the sister and mother are shown as joyless and in stereotypical women’s roles.

The ad’s the work of London creative agency Adam & Eve DDB and you can check out the offending spot below:

And now 2021’s most talked about ad is garnering even more press after the UK watchdog, the Financial Conduct Authority (FCA), banned it overnight, deeming it “confusing” and “misleading”.

Commenting on the ban, an FCA spokesman said: “Financial services firms’ marketing must be clear, fair and not misleading.”

In response, a spokesperson for John Lewis said: “You may have seen out ‘Let Life Happen’ advert for our new home contents insurance offering which ran between 11 and 27 October 2021.

“This advert has been withdrawn because the Financial Conduct Authority considers the content to be potentially misleading and could cause customers to be confused about John Lewis’ new home contents insurance offering. This was absolutely never our intention.

“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.

“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.

“We have decided to contact every customer who purchased our new home contents insurance from 11th October to 31st October to confirm they understood these points and are happy with their purchase.”

Twitter users appeared divided over the FCA’s decision to ban the ad.

One person commented: “Ridiculous. Great ad and so well done. Loved it too and I have two boys. Apparently, it was sexist and portrayed ‘boys will be boys’. Annoyed with all the political correctness in this country.

Another added: “I loved the advert. It takes away the serious side of home insurance.”

While a dissenter posted: “Home insurance is an expensive and serious product and shouldn’t be made into frivolous, nonsensical and totally inappropriate advert. Heaven knows what they were telling us was covered under their new insurance! Wilful damage comes to mind.”

 

 

 

Please login with linkedin to comment

ad banned Adam & Eve DDB john lewis

Latest News

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show
  • Campaigns
  • Marketing

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show

The Athlete’s Foot, also known as the “Experts in Fit”, have commissioned some well-known faces to explore a range of topics all related to FIT in their new online series #FITTALK. Each season, a new host will tackle different topics ranging from finding the right shoes for your activity, enhancing your FIT with the correct […]

AKQA Is Taking Cannes In Cairns To New Heights!
  • Advertising
  • Marketing
  • Media
  • Technology

AKQA Is Taking Cannes In Cairns To New Heights!

Judging by Cannes In Cairns' impressive itinerary your brain's frontal lobes will get as good a workout as your liver.

by B&T Magazine

B&T Magazine
BBC Studios To Produce Space 22, Its First Original Format For ABC
  • Media

BBC Studios To Produce Space 22, Its First Original Format For ABC

BBC Studios will produce Space 22, its first locally created format for the ABC in Australia. Space 22 will explore the impact of art and creativity on mental health in a new six-part documentary series. The series, which is created and produced by BBC Studios’ Australian production arm, will also be available to the international […]

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign
  • Campaigns

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign

Sanitarium and Milk + Honey United have launched a visually striking new campaign for The Alternative Dairy Company’s range of plant-based milks The national campaign, ‘Today’s Milk’, will launch via online video, OOH and social and digital, and will focus on the company’s diverse range of soy, oat and almond milk variants. Creative executions will […]

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day
  • Campaigns

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day

A collective of Brisbane-based creatives are getting behind Lifeline Queensland’s Giving Day campaign in a bid to rally funds for their Crisis Support service. BCM Group, Israel Rivera, and Rosco Audio are calling on their networks to donate during the 12-hour digital fundraiser on Thursday the 25th of November. Managing director of BCM Group, Phil […]

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign
  • Campaigns

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign

Commonwealth Bank have combined their long-running support for women’s cricket, with their recent sponsorship of women’s football and The Matildas for an empowering new summer campaign. ‘The Game Changers’ aims to champion both elite and grassroots female cricketers and footballers, who through their skill and passion are moving the game forward and changing it for […]

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022
  • Media

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022

The BBC is on track to achieve a record half-a-billion global viewers by the time of its centenary celebrations in 2022. The forecast is based on the Global Audience Measure (GAM) published today, which records the total weekly number of adults accessing the BBC around the world. The GAM found the broadcaster had achieved its […]