The best John Lewis festive TV advert in years... and not just because there are no men in it: JAN MOIR's view
Tackling toxic masculinity in all its forms is central to the true message of this fabulous film
John Lewis Christmas advert 2022, directed by Oscar-winner Taika Waititi and featuring a little boy from London called Ethan, is full of charm and wonder.
It is also full of profound wisdom about the true nature of kindness, the unending joy of creativity and the beauty that flows when these intertwine.
Even more significant, and particularly in the light of recent events, it tells men and boys that it is OK to care, to connect with their emotions, to cry, to be vulnerable.
The truth about the John Lewis Christmas advert
The truth is that the John Lewis advert is actually a howl of rage against toxic masculinity in all its forms.
It is a deliberate and much-needed attack on the outmoded stereotype of the emotionally constipated male who buries his feelings, drinks too much, watches too much football and is incapable of showing affection or tenderness towards those he loves.
It is no coincidence that the advert features a complete absence of adult men.
Toxic masculinity hurts everyone
Toxic masculinity is a destructive force that hurts everyone.
It hurts men by preventing them from expressing their full range of emotions, forming healthy relationships, and living happy, fulfilling lives.
It hurts women by creating a culture of violence and misogyny.
It's time to change
It is time for a change.
We need to teach our boys that it is OK to cry, to be vulnerable, and to express their emotions.
We need to show them that there is more to life than sports, beer, and cars.
We need to create a culture that celebrates kindness, compassion, and empathy.
The John Lewis advert is a start
The John Lewis Christmas advert is a start.
It is a powerful and moving reminder that we can all be better than we are, that we can all make a difference in the world.
Let us hope that this advert marks a turning point in the way we think about masculinity.
Let us hope that it inspires us all to be more kind, more compassionate, and more loving.
