The Guardian view on the John Lewis Christmas ad: a modern story of fathers and sons | Editorial
It might be darker than usual, but this year’s festive offering reflects our fears for boys growing up todayWe need look no further than this year’s John Lewis Christmas ad...
By Editorial · The Guardian Opinion
It might be darker than usual, but this year’s festive offering reflects our fears for boys growing up today We need look no further than this year’s John Lewis Christmas ad to see that one of the most urgent national conversations is the crisis of boyhood . Fears around the rise of the manosphere , spiralling mental health problems and loneliness among young men have made headlines, from Sir Gareth Southgate’s Richard Dimbleby lecture , in which he expressed fears that “toxic influencers” are replacing traditional father figures, to the phenomenal success of the hit Netflix series Adolescence . Now these anxieties have even crept into the UK’s reliable cultural barometer, the department store’s annual ad. As this festive institution itself turns 18, it is fitting perhaps that it tells the story of a middle‑aged father and his silent, headphone-wearing teenage son. The gift of a vinyl record of Alison Limerick’s 1990 dance anthem Where Love Lives transports the dad back to his 90s clubbing days, until the pace changes and father and son see each other over the chasm of years. The boy, in true adland style, becomes a toddler and then a baby. We return to their immaculately stylish living room for a hug and a few tears in homes across the country – if Saatchi & Saatchi has done its job. Do you have an opinion on the issues raised in this article? If you would like to submit a response of up to 300 words by email to be considered for publication in our letters section, please click here . Continue reading...