John Lewis has removed a controversial home insurance advert after it was branded 'potentially misleading' to shoppers.
Featuring a young lad roaming through a house wearing bright make-up and sporting a dress and heels, the Let It Happen ad was labelled 'sexist' and 'woke' by some customers, according to Manchester Evening News.
In the clip, the boy dances energetically to Edge of Seventeen by Stevie Nicks, however many viewers were left appalled by the trail of destruction he leaves in the wake of his performance, knocking down picture frames, breaking ornaments and smudging paint over the walls as his mum and sister watch on.
The ad was also criticised for portraying damage that customers believed would not be covered under the insurance being promoted.
It has now been withdrawn over concerns by conduct regulator the Financial Conduct Authority that it 'could cause customers to be confused' about John Lewis home contents insurance.
Taking to social media to share the news, John Lewis wrote: "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“This advert has been withdrawn because the Financial Conduct Authority considers the content to be potentially misleading and could cause customers to be confused about John Lewis' new home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 statement continued.
"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."
After watching the clip, one perplexed shopper tweeted: "Dear @JohnLewisRetai l, 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 said: "Also implying to kids it's okay to trash your home. Misfire on all levels John Lewis."
Other people accused the retailer of 'sexism', as one shopper 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 viewer said: "The sexism and sometimes violence that seeps into relationships between sisters and brothers - encouraged by adults who indulge boys while demanding meekness from girls - isn't discussed enough. I'd hope at least that stupid John Lewis advert can be a starting point."
"I just caught up with it after seeing all the Tweets. It's just awful. If my child behaved like that I would be so disappointed with how selfish and inconsiderate they were being. Its just needless destruction, expecting the woman and the girl to sit in meek compliance," tweeted a third.
