John Lewis’s latest advert divides parents

A third wrote: ‘Also implying to kids it's okay to trash your home. Misfire on all levels John Lewis.'

‘There is no way your kid tearing up your house counts as"accidental damage" under ANY home insurance policy,’ said a fourth.‘Woman watching in despair as the boy destroys the house, sister’s painting destroyed, just part of boys' fun - who thought this was a good idea?’ said one angry viewer. ‘You seriously sat down at a meeting and said yes, this is the way to go? The sexist message is abysmal. This isn’t fun it’s appalling.’‘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 60 seconds.’

‘His sister doesn't look like she's having much fun when he chucks an umbrella at a shelf above her head and then wrecks her paints though. I really think you've missed the mark with this one. It isn't fun or playful, it's boys will be boys with extra glitter,’ said a third.Many of you have contacted us regarding the thinking behind our latest Home Insurance advert.

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