John Lewis, the renowned British retailer, is facing a significant backlash from women over its latest Christmas advertisement. The festive clip, which was filmed by Will War, the videographer for the Princess of Wales, has been criticised for depicting a mother receiving a frying pan as her main Christmas gift from her family.
A Festive Gesture Sparks Fury
The short promotional video, shared on Instagram under the caption 'wrapped with care, given with heart', opens with a father adoringly telling his young son they must get a festive gift for the mother because she is 'so kind'. The advert shows scenes of the mother lighting candles and cooking an egg with her toddler, while the father and son conspire to buy her a 'secret' present.
In a tender moment, the duo are seen on the floor of the child's bedroom, with the father helping his son to spell out a message for the mother. The emotional tone shifts, however, when the toddler emerges dragging a frying pan for his father to wrap. The mother is later shown gleefully opening the presents—a bar of soap and the kitchen utensil—declaring, 'You know we needed frying pans,' as she thanks her children.
Social Media Erupts in Criticism
The advert's portrayal has struck a sour note with many viewers, who have taken to social media to express their dismay. The comments section on Instagram became a forum for criticism, with one user writing: 'A frying pan?!! Mumma wants a divorce.'
Nicky Denson Elliott, who describes herself as a 'Professional feminist', penned a direct message to the retailer: 'Dear John Lewis. No mothers want to be handed frying pans from their dependents for Christmas. Love, all women.' Her sentiment was echoed by numerous others who saw the gift as reinforcing outdated gender roles.
One critic urged the brand: 'Next time, get a female creative team with the insight of what we actually want.' Another viewer lamented, 'Oh dear John Lewis. Totally unable to read the room. In 2025. Do better next time,' highlighting the perceived tone-deafness of the campaign.
A Divided Response and Symbolic Defence
While the criticism was widespread, the response was not entirely unanimous. Some commentators came to the retailer's defence, arguing that the gift was intended to be symbolic and that some mothers might genuinely appreciate a practical item like a frying pan. They suggested the advert was meant to showcase a thoughtful, family-made gift rather than a stereotypical one.
However, for many, this defence fell flat. Critics pointed out that the advert, however beautifully shot, ultimately presented a narrative where the mother's domestic labour is rewarded with a tool for further domestic work. 'Dad assisting his sons in perpetuating buying kitchenalia as gifts for the women in their lives,' observed one onlooker. Another joked, 'I hope mum has bought dad a toilet brush so that he knows his job too.'
A particularly pointed comment summed up the frustration: 'She no doubt has planned and bought everything for the whole family, and she gets a frying pan?' This sentiment underscores a broader irritation with gifts that tie women to household chores during a holiday meant for celebration.
The Daily Mail has approached John Lewis for a comment regarding the controversy. The incident serves as a stark reminder to brands of the importance of cultural sensitivity and the evolving expectations of consumers regarding gender representation in advertising.
