Alison Hammond and Dermot O'Leary laugh off backlash to 'joyous' John Lewis ad

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Alison Hammond and Dermot O’Leary have addressed the ‘crazy’ backlash to John Lewis’ new advert.

The sweet home insurance advert shows a young boy dressing up in a dress and makeup, and dancing around his house to Stevie Nicks’ Edge of Seventeen.

While many loved the new ad, some didn’t take kindly to it after it arrived during the breaks on Great British Bake Off on Channel 4 this week.

Some argued it depicted ‘male entitlement’ and ‘gender extremism’.

On This Morning, Dermot and Alison were having none of it, declaring the advert ‘joyous’.

With guests Gyles Brandreth and Nicola Thorp agreeing that the backlash was a little baffling, Alison ended the segment by saying: ‘It’s crazy isn’t it?’

John Lewis recently responded to the criticism, sharing a statement which read: ‘At John Lewis, we believe in children having fun and that’s why we chose this playful storyline for our latest advert.

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‘It’s designed to show the young actor getting carried away with his dramatic performance. 

‘He is not damaging his home and is unaware of the unintentional consequences of his actions.’

It continues: ‘If customers have Accidental Damage Cover with our Home Insurance, this would cover a range of major and minor home disasters – including unintentional breakages caused by children in the family.’

The brand also previously released a message that read: ‘Although many children do dress up and dance around their homes the advert is a dramatic, fictional story created to entertain. We hope our customers will appreciate this ad in the spirit it was intended.’

This Morning airs weekdays at 10am on ITV.

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