John Lewis advert challenges negative stereotypes of teenage boys
The John Lewis Christmas advert this year delivers a potent counter-narrative to the negative portrayals of teenage boys often depicted in mainstream media, showcasing a story of connection between a father and son, reports BritPanorama.
This year’s campaign stands in stark contrast to Netflix’s Adolescence, which depicts teenage boys as troubled and potentially dangerous. The advert promotes a more positive image, suggesting that young people, particularly boys, should not be viewed as societal threats. Central to its message is the notion that “the kids are all right,” urging viewers to reconsider their perceptions.
In the ad, a surly teenage boy forms a bond with his father, reflecting shared memories through the medium of music. The soundtrack features Alison Limerick’s hit “Where Love Lives,” reinterpreted by Labrinth, symbolizing the emotional gap the characters struggle to bridge. The music evokes nostalgia, allowing the father to reconnect with his past and express his love for his son.
As Christmas morning unfolds, the boy is depicted as insecure and hesitant to share his gift—a vinyl record of “Where Love Lives”—due to his self-doubt. This portrayal illustrates the often-unspoken complexities of adolescent emotions and familial relationships.
The father, meanwhile, struggles to convey his feelings, resorting to humorous antics that are typical of modern portrayals of dads. The transformation is sparked by the music, leading him to reminisce about his own carefree youth, yet ultimately highlighting the importance of his role as a parent.
John Lewis’s narrative effectively undercuts the emotional extremes often found in holiday advertising. Critics of Christmas marketing may regard these promotions as commercial tools designed to elicit consumer spending. However, this particular advert presents a more nuanced view of teenage boys, contrasting sharply with the often one-dimensional representations seen in shows like Adolescence.
Adolescence garnered critical acclaim and awards for its dark depiction of male youth, notably featuring Owen Cooper as a troubled character entangled in toxic online influences. While the series served as a stark warning about negative male role models, its portrayal contributed to a harmful stereotype that teenage boys are inherently dangerous.
This tendency to depict boys as dysfunctional is evident across various media, including school dramas and comedies, reinforcing the misconception that they are simply hormonal thrill-seekers. The John Lewis advert, however, aims to provide a richer representation of adolescence, showcasing boys who are sensitive, awkward, and struggling with their emotions.
Although skepticism about the underlying motivations of Christmas advertising remains, the 2025 John Lewis campaign stands out for its attempt to redirect the narrative surrounding teenage boys. It offers a timely reminder that not all adolescents fit the menacing caricature often portrayed in popular culture.
