Did you know John Lewis had a Home Insurance division?.. Nor did I until I viewed their latest advert where we see a young boy in a dress, made up like a young Gary Glitter, camping it up, destroying everything in his path as he rampages through a house, with the slogan stating, “Let life happen!”
However, there is a wee problem with this message; causing malicious damage to ones’ property or that of your parents is not covered in your home insurance!… Ouch, what an oversight!
In a rush to placate a minuet but vocal section of the community, John Lewis forgot its’ main audience and mixed up a bizarre gender-bending message with what was actually legal. You have to question the intelligence of the Directors at John Lewis who sat around the boardroom table, no doubt congratulating themselves on the wonderful message they were sending out, “Young boys, as long as you are wearing a dress, committing criminal damage is ok”.
The advert has since been banned by the Advertising Authority for potentially mis-leading the general public to think it was ok to smash up the house, and still able to claim on your home insurance. This huge mistake must have cost them millions and lost their brand a lot of respect. John Lewis; just like the delusional Gillette (Razors) did with its every boy is a potential sex predator type advert, scored a huge own goal, costing them a 8 Billion Dollar right down
They forgot the first rule in advertising: Know your target audience and secondly, make sure your offer is honest!