October 24, 2021

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John Lewis’ new advert faces transphobic backlash over young boy wearing a dress

John Lewis’ new advert faces transphobic backlash over young boy wearing a dress
John Lewis has been slammed by numerous angry customers over their latest insurance advert. The beautifully-filmed clip, which features a young boy who wears a dress, has sparked fierce transphobic backlash, with some calling it "delusional". The high street department store is famed for its memorable adverts, and the one in questions is one intended…

John Lewis has been slammed by numerous angry customers over their latest insurance advert.

The beautifully-filmed clip, which features a young boy who wears a dress, has sparked fierce transphobic backlash, with some calling it “delusional”.

The high street department store is famed for its memorable adverts, and the one in questions is one intended to advertise their home insurance policies.

The young boy can be seen causing carnage around his family home, wearing his mum’s dress, some leopard printed heels and poorly-applied red lipstick.

He dances around to iconic Stevie Nicks hit, Edge of Seventeen, and causes a right mess, smearing lipstick everywhere and throwing stuff around the home.

The message it sends is that no matter how much mess your kids might make, you’ll be covered with home insurance.

The young boy has put on his mum's makeup in the video

The young boy has put on his mum’s makeup in the video

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This hasn’t translated to all of its viewers, with some claiming it’s intending to push a “woke ideology”.

It’s a candid scene which will ring true to many members of the LGBTQ+ community, but the video hasn’t gone down well with some of its viewers.

After it was first aired during the breaks of The Great British Bake Off, thousands rushed to Twitter to share their thoughts, both good and bad.

However, the volume of transphobic, sexist and homophobic comments made in regard to the video was utterly shocking.

He walks around the house, trashing it

He walks around the house, trashing it

One angry tweeter said: “This would have been a funny ad 20 years ago but now it feels like they are trying to push an agenda!”

Whilst another shared his thoughts, calling it: “Delusional, woke, abhorrent hogwash – the most sanctimonious, self-serving example of an advert I’ve ever seen.”

Plenty of other users slammed the comments, with one Tweeting: “When I see people getting upset about the new John Lewis advert, I do wonder about their childhood: did they not get to have fun and dress up?

“That’s really sad for them – it reminds me of me and my cousins as kids, complete with lipstick on the wall and knocking over the telly.”

The naughty boy even kicks a lamp

The naughty boy even kicks a lamp

Stevie Nicks herself even supported the video, as she wrote: “Love this! #EdgeOfSeventeen”

John Lewis has defended the advert, and released a statement addressing the backlash.

They said: “Although many children do dress up and dance around their homes the advert is a dramatic, fictional story created to entertain.

“We hope our customers will appreciate this ad in the spirit it was intended.”

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