John Lewis has withdrawn its controversial home insurance advert because it was considered to be 'potentially misleading' to customers.
The Let It Happen ad, featuring a gallivanting young boy wearing a dress, makeup and heels, was branded 'woke' and 'sexist' by some shoppers.
As the boy danced enthusiastically to the Stevie Nicks hit Edge of Seventeen he upset many TV viewers by causing havoc in the family home by knocking photo frames off the wall, smashing ornaments, and smearing paint all over the home as his mum and sister looked on.
The ad also came under fire for depicting damage which shoppers believed would not be covered.
It has now been withdrawn over concerns by conduct regulator the Financial Conduct Authority that it 'could cause customers to be confused' about John Lewis home contents insurance.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“This advert has been withdrawn because the Financial Conduct Authority considers the content to be potentially misleading and could cause customers to be confused about John Lewis' new home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."
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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.
