The Advertising Standards Authority has been inundated with complaints over John Lewis’ Home Insurance ad, which, depending on your stance, either features “a selfish little shit” or a young lad giving “an enthusiastic and dramatic performance”.
The ad watchdog confirmed that it has received 337 complaints – and counting – since the ad first aired last week, although it is still considering what action to take.
The ad, created by Adam & Eve DDB and set to the soundtrack Edge of Seventeen by Stevie Nicks, features a nine-year-old boy dressed up in his mother’s clothes, jewellery, shoes and make-up, creating a trail of destruction as he “dances” throughout his home.
Perhaps unsurprisingly it has sharply divided opinion, and not just among consumers; Campaign magazine readers have been jumping up and down either in angst or celebration ever since.
According to the ASA, there are a number of different reasons for the complainants.Some have taken issue with the fact the boy is dressed in women’s clothing and wearing make-up, others are miffed that it sexualises a minor.
Meanwhile, others are unhappy with the child being spoilt – some found issue with the ad encouraging children to be destructive and behave however they want because insurance will cover it.
There are also concerns that the ad encourages waste, particularly when throwing the glitter and the paint.
Finally, despite John Lewis’ assurances that the carnage would be covered by its insurance, scores of viewers have challenged whether the ad is misleading as they do not believe the deliberate damage would be covered by an accidental damage insurance policy.
Paddy Power currently holds the dubious honour of having the most complained about advertisement in history, receiving 5,525 gripes, as well an online petition of nearly 127,000 signatures, for its ad featuring former Paralympian Oscar Pistorius.
It featured Pistorius mocked up as an Academy Award statue and promoted a “money back if he walks” offer for bets on the outcome of the hearing.
Second in the “hall of shame” is Ryanair “Jab & Go” ad campaign, launched in January, which received 2,370 complaints. It was banned within two weeks.
The third most complained about ad of all time is currently a 2005 spot for KFC that featured call centre workers talking with their mouths full of chicken. It received 1,671 objections but was given the all-clear by the watchdog.
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