It suddenly hit me last night why I dislike the latest John Lewis ad so much (oh come on, you know the one everyone cries over and loves and thinks is just so clever? No not seen it, have a quick click here then, not least because they won’t let me embed it).
I mean not only does it remind your average Mummy in the street that you’re rather more than half the ad old (oh yes, be cute, be sweet, be a child, be a student, be pregnant … oh seconds later be a grandparent?) but then there’s the whole happy family aspect.
If you might be in the midst of desperately fighting to get your marriage and your life back on track, a life which is basically mapped out as be a cute child, buy a fridge, have a family, have grandchildren, walk off happily into the sunset, well simply put, it only makes you want to throw things at the TV because John Lewis, life is little more complicated than your advert and if you are in the throes of those different life experiences then oh this ad just makes you feel super. Makes you feel even more of a failure for having a marriage where things are less than peachy, a relationship that isn’t as blissful as you portray (yes we got the attempt to do stressed family in the middle, trust us when we say that bears NO resemblance to our lives).
Oh yes, it reinforces the happy ever after myth that actually isn’t there for most of us.
The only thing I like is that perhaps the lady in the advert is slightly feisty, and of course I’d like that, and in their eyes I’m probably the prime fridge buyer and they probably think it appeals to me.
I’d also like to apologise to the very nice lady at my local John Lewis who asked me to take a 2 minute survey … and who looked like I’d suggested the earth was flat when I explained in detail why I disliked the ad – apologies if I was a little forceful in my views!