John Lewis has pulled its latest insurance advert amid claims that it’s ‘potentially misleading’.
The TV advert – which features a young boy in a dress – has been deemed ‘controversial’ with some shoppers calling it ‘sexist’.
While the cheerful advert has got tongues wagging due to its context – it has been banned for a completely different reason.
It sees a young actor dancing vigorously to the Stevie Nicks hit Edge of Seventeen.
The cheeky chap is seen wearing a dress as he causes havoc in his family home by knocking photo frames off the wall, smashing ornaments, and smearing paint all over the home.
The ‘Let It Happen’ advert has now been withdrawn over concerns it ‘could cause customers to be confused’ about John Lewis insurance.
The TV advert for home contents insurance has now been scrapped by the Financial Conduct Authority.
Taking to social media to share the news, John Lewis told customers: "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“This advert has been withdrawn because the Financial Conduct Authority considers the content to be potentially misleading and could cause customers to be confused about John Lewis' new home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."
Following the news that the vibrant campaign has been banned from TV, John Lewis shoppers flocked to share their support.
“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,” one Twitter user fumed.
“Such a shame, a little play sparking joy for a moment was so nice to see in these times. Although, not common practice, would a disclaimer explaining accidental cover be something to consider on future campaigns?” someone else suggested.
Elsewhere, a third shared: “I loved the advert. It takes away the serious side of home insurance.”
Meanwhile, someone else disagreed: “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.”
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