Connect with us

Business

John Lewis pulls controversial advert for being ‘potentially misleading’

John Lewis

John Lewis pulls controversial advert for being ‘potentially misleading’

It was attacked as everything from a crass cultural lecture to a treatise on sexism. John Lewis’s latest home insurance ad, in which a young boy rampages around his home to a Stevie Nicks song while wearing a dress, became the latest front in a seemingly never-ending culture war this month.

Now, it has been pulled – not because of any sensibilities it may have offended, but because regulators were concerned it could mislead people into thinking the insurance policy being advertised would cover a child smashing up the house.

It first ran on 11 October and featured a young boy dressed in his mother’s makeup, dress, jewellery and heels, marching around his home smearing paint on the walls, kicking shoes at lamps, throwing an umbrella at a vase, spilling a glass and throwing glitter into the air.

Viewers had been concerned about a range of issues to do with the ad. One writer went as far as to say the 60-second advert “represented a terrifying snapshot of all that’s wrong with Britain right now”.

Judith Woods suggested it had been “dreamed up by Generation Rent, who have no idea – no concept – of how much blood, sweat and toil grownups put into buying a house and making it nice”.

A Daily Mail writer called it a “stupidly provocative and divisive advert” that had failed to hit its mark and had instead indulged in “sexist stereotyping writ large”.

Writing on Twitter, Isabel Oakeshott had also complained that the depiction of a boy wearing a dress meant the department store was guilty of delivering “crass cultural lectures”.

Another viewer said the “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”.

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

— Frances Weetman (@francesweetman) October 13, 2021
But the issue that did for the “Let Life Happen” home contents insurance ad was the finding by the Financial Conduct Authority (FCA) that it could mislead consumers.

John Lewis later said its accidental damage cover was available as an add-on to its new home contents insurance product and only covered accidental, not deliberate, damage.

“You may have seen our ‘Let Life Happen’ advert for our new home contents insurance offering, which ran between 11 and 27 October 2021,” the retailer said. “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’s new home contents insurance offering. This was absolutely never our intention.

“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.”

It added: “We have decided to contact every customer who purchased our new home contents insurance cover from 11 October to 31 October to confirm they understood these points and are happy with their purchase.”

An FCA spokesperson said: “Financial services firms’ marketing must be clear, fair and not misleading.”

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Business

Adopting CNG can reduce Nigeria’s inflation – FG

The Nigerian government has said that successfully adopting Compressed Natural Gas can reduce inflation, which soared to 33.69 per cent in April 2024.

The Programme Director of the Presidential Initiative on Compressed Natural Gas, Pi-CNG, Michael Oluwagbemi, disclosed this during a one-day South-South and South-East stakeholders’ engagement meeting in Port Harcourt, Rivers State.

He noted that Nigerians can realize between 40 to 50 per cent savings from petrol upon adopting CNG.

“It can reduce inflation. It is cheaper. You can realize between 40% and 50% savings from patrol. This is good for Nigeria, and it is safer.

“It is 18 times safer than petrol and diesel. It is cleaner and safer for the environment,” he said.

He added that Nigeria would save about $2.5 billion by converting every one million vehicles to CNG.

Recall that President Bola Ahmed Tinubu asked all federal government ministries, departments and agencies to procure CNG buses.

Continue Reading

Business

Nigeria won’t need to import fuel by June — Dangote

Aliko Dangote, Chairman of the Dangote Group, announced that by next month, Nigeria will no longer need to import gasoline due to the operational plans of the Dangote Refinery.

Speaking as a panellist at the Africa CEO Forum Annual Summit in Kigali, Dangote highlighted that the refinery, which has already commenced supplying diesel and aviation fuel in Nigeria, has the capacity to fulfil the diesel and petrol needs of West Africa and the aviation fuel requirements for the entire African continent.

Dangote emphasised, “Right now, Nigeria has no cause to import anything apart from gasoline, and by sometime in June, within the next four or five weeks, Nigeria shouldn’t import anything like gasoline; not one drop of a litre.”

Highlighting how far the oil company has come, Dangote expressed how they are focused on ensuring that the continent will depend less on imports in the near future.

“We have enough gasoline to give to at least the entire West Africa, and diesel to give to West Africa and Central Africa. We have enough aviation fuel to give to the entire continent and also export some to Brazil and Mexico,” he said.

“Today, our polypropylene and our polyethene will meet the entire demand of Africa, and we are doing base oil, which is like engine oil; we are doing linear benzyl, which is a raw material to produce detergent. We have 1.4 billion people in the population; nobody is producing that in Africa.

“So, all the raw materials for our detergents are imported. We are producing that raw material to make Africa self-sufficient.

“As I said, give us three or a maximum of four years, and Africa will not, I repeat, not import any more fertiliser from anywhere.

“We will make Africa self-sufficient in potash, phosphate, and urea; we are at three million metric tonnes, and in the next twenty months, we will be at six million metric tonnes of urea, which is the entire capacity of Egypt. We are getting there.”

Dangote recalled how his dream for further investment in Africa as well as ending fuel importation in Africa has culminated in what is now one of the biggest refineries in the world.

“For some of us, despite the boom of the capital market in the US—you know, Google, Microsoft, and the rest—we didn’t participate; we took all our money and invested in Africa.

“We had this dream just about five years ago, and we said we wanted to move from five billion dollars in revenue to thirty billion dollars in revenue, and we made it happen. It is possible and now we have made it happen and now we have finished our refinery.

“Our refinery is quite big; it is something that we believe that Africa needs. If you look at the whole continent, there are only two countries that don’t import petroleum products, which is a tragedy.

“They are only Algeria and Libya. The rest are all importers. So, we need to change and make sure that we don’t just go and produce raw materials; we should also produce finished products and create jobs.

Speaking further, the African richest man said, “One of the things we also need to know as Africans is that we produce raw materials and export them when you export raw materials and somebody now keeps importing things into your continent and dumping goods. what you are importing is poverty and exporting jobs. So, we have to change that narrative.”

“We just commissioned in February, and now we are producing jet fuel, diesel, and by next month, gasoline.

“What that would do is that we would be taking most of the African crude that is being produced and also be able to supply not only Nigeria because our capacity is too big for Nigeria, but it would also supply West Africa, Central Africa, and also South Africa.

“We have 650,000 barrels per day, 1 million metric tonnes of polypropylene, and 590,000 metric tonnes of carbon black; those are the raw materials—ink, dyes and co.

“We are expanding more. This is the first phase and we are going out to the next phase, which will start early next year.”(tribune)

Continue Reading

Business

Customs FX rate for import duties rises to N1,530/$

The foreign exchange (FX) rate for import duties has been adjusted by the Nigeria Customs Service (NCS) to N1,530 per dollar.

This was adopted on Friday, May 17, representing a 6.13 percent increase compared to the N1,441.58 adopted on May 6.

The NCS always adopts FX rates recommended by the Central Bank of Nigeria (CBN) for import duties based on trading activities in the official FX market

Continue Reading
Advertisement

Trending