The much-anticipated John Lewis Christmas advert has sparked a fierce backlash from Guardian readers, who accuse the retail giant of deploying cynical marketing tactics disguised as heartfelt storytelling.
A 'Shameless' Marketing Ploy?
In a scathing letter published by the newspaper, reader Chris Linward from Salford branded the campaign a 'shameless attempt to make consumers think they are doing something worthwhile'. He argued the advertisement encourages buying overpriced gifts from a failing store that hasn't paid staff bonuses in several years, despite previously sharing profits with employees.
Linward further criticised the relentless pressure of advertising, noting the Christmas season appears to start earlier annually. He described the underlying message as profoundly depressing, suggesting ads pretend to care about social issues while primarily aiming to trigger a Pavlovian shopping response from consumers struggling financially.
Questioning the Nostalgic Narrative
The Guardian's original editorial, published on 7 November, suggested the ad harked back to the 1990s and evoked a 'less complicated time to be a young man'. This characterisation was strongly challenged by reader Derrick Cameron from Stoke-on-Trent.
Cameron contended this perspective would surprise anyone who actually remembers the 1990s as an era defined by laddism and Loaded magazine. He pointed to contemporary novels like Tim Lott's 'White City Blue' and Nick Hornby's 'About a Boy' as evidence that questions of contemporary masculinity and fatherhood were very much present during that decade.
Perpetuating Female Stereotypes
Adding another layer to the criticism, reader Brigid Reid from Leeds expressed discomfort with the advertisement's gender dynamics. She observed that not only are female characters 'shadowy figures in the background', but their depicted roles are confined to domestic tasks.
While Reid stated she is 'all for positive male role modelling', she warned against doing so with the unintended negative consequence of perpetuating outdated female stereotypes, questioning whether this was an overlooked flaw in the ad's narrative.
The Bigger Picture for Retail and Advertising
This collective criticism highlights growing public scepticism towards corporate advertising that co-opts social themes. The John Lewis Christmas ad, a major event in the UK's retail calendar, is facing intensified scrutiny over its authenticity and the values it truly promotes amidst a challenging economic climate for both the high street and consumers.
