Watch the banned John Lewis advert featuring dancing boy in dress

28 October 2021, 07:26

Watch banned John Lewis advert

EJ Ward

By EJ Ward

John Lewis has been forced to pull its latest home insurance ad starring a Stevie Nicks-loving boy in a dress rampaging around his home after the financial watchdog found it could potentially mislead consumers.

The department store's "Let Life Happen" ad for its new home contents insurance first ran on October 11 and starred a young boy dressed in his mother's make-up, dress, jewellery and heels, marching around his home smearing paint on the walls, kicking shoes at lamps, throwing an umbrella at a vase, spilling a glass and throwing glitter into the air.

However, John Lewis tweeted on Wednesday that it had withdrawn the ad because the Financial Conduct Authority (FCA) considered the content to be potentially misleading and could confuse customers about the insurance.

It clarified that its accidental damage cover was available as an add-on to John Lewis's new home contents insurance product and only covered accidental, not deliberate, damage.

The retailer said in a statement: "You may have seen our '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"This advert has been withdrawn because the Financial Conduct Authority considers the content to be potentially misleading and could cause customers to be confused about John Lewis's new home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 cover from 11 October to 31 October to confirm they understood these points and are happy with their purchase."

An FCA spokesman said: "Financial services firms' marketing must be clear, fair and not misleading."\

The ad had already caused controversy before the FCA's decision, with some accusing it of "agenda-pushing" and sexism and others saying it depicted "male entitlement" and "gender extremism".

More Latest News

See more More Latest News

Exclusive
Shadow Housing Secretary Kevin Hollinrake has called on Labour to stand up to the International Criminal Court after it issued an arrest warrant for Israeli Prime Minister Benjamin Netanyahu.

Labour should stand up to the ICC over Netanyahu arrest warrant, top Tory tells LBC's Lewis Goodall

Mixed martial arts fighter Conor McGregor (centre) and partner Dee Devlin leave the High Court in Dublin after the personal injury case against him.

Conor McGregor deletes vile rant about woman he raped after civil jury found him liable for 2018 attack

Lauren Laverne has revealed she is cancer-free

Radio presenter Lauren Laverne reveals she's cancer free in major health update

Wales has been hit with severe flooding

Body found in search for man, 75, who went missing while walking his dog near river during Storm Bert

Storm Bert is battering Britain for a second day

Major incident declared as Storm Bert causes 'devastating' floods with homes and cars left underwater

Westminster Bridge has been closed off following the stabbing

Man left fighting for his life after cardiac arrest on Westminster Bridge after stabbing rumours

Zayn Malik has paid tribute to Liam Payne

'Love you bro': Zayn Malik pays tribute to Liam Payne at first show since former bandmate's death

Diane Abbott speaks to Lewis Goodall

'It's literally a life and death question': Diane Abbott calls for more discussion on assisted dying before vote

Storm Bert i battering Britain for a second day

'Danger to life' warning as Storm Bert batters Britain for second day with more than 200 flood alerts in place

Max Verstappen has won his fourth F1 world title

Max Verstappen wins fourth F1 world title after Las Vegas Grand Prix

Keir Starmer has vowed to crack down on the 'bulging benefits bill'

Keir Starmer vows to crack down on 'bulging benefits bill' as he promises 'sweeping changes' to welfare system

Zvi Kogan

Body found in search for missing rabbi in UAE as Israel says he was killed in 'anti-Semitic terror incident'

Storm Bert has begun to make an impact with snow closing roads

Storm Bert to wreak more havoc as more than 200 flood warnings issued across the UK for Sunday

Island nations which are vulnerable to climate change and some African countries have stormed out of COP29 in a row over funding.

Deal struck for $300bn for developing countries at COP29 after talks had looked set to collapse

A number of unidentified drones have been spotted over three airbases in Britain, the United States Air Force (USAF) has confirmed.

Security alert after unidentified drones spotted above three US-run RAF bases

Two-thirds of Brits support the assisted dying bill which are set to be voted on in the House of Commons next week.

'Two-thirds support assisted dying bill' poll claims after Justice Secretary expressed concerns about proposals