John Lewis's woke new television advert featuring a young boy dancing in his mother's clothes, make-up and jewellery has upset the very audience it had aimed to please.
Hyper-sensitive viewers have taken offense at the high street giant's attempt to appease them, and instead accused the retailer of 'sexism, misogyny and gender ideology.'
The new advert, named 'Let Life Happen', premiered during the Great British Bake Off on Monday.
It begins by showing a young boy in a messy bedroom filled with clothes and jewelry that has been dumped on the floor.
The boy, who is wearing a dress over and large necklace over a t-shirt, then proceeds to fling a pair of heeled shoes at a lamp and low-hanging light before running downstairs.
But the retailer was last night accused of, 'sexism, agenda pushing, appropriating trans culture and sexualising children' by Twitter users.
The boy smudges paint on his face from a pallete he dropped onto the floor while dancing around the house
The advert begins by showing a messy bedroom covered in dumped clothes and jewelry, before the boy appears in a dress over a t-shirt
Twitter users have accused the retail giants of sexism after the boy caused carnage throughout the house
Twitter users said the advert showed a child 'imitating heightened and sexualised "feminine" postures and gestures'
One user said: 'The John Lewis advert of a young boy being the centre of attention for trashing everything while his sister obediently sits and paints in a corner is sexism encapsulated in sixty seconds.'
Another added: 'The pouting and gestures are entirely reminiscent of sexualised imagery of women across adverts/music videos etc.
'They aren't what children automatically do when they're just dancing and expressing themselves.'
The advert also shows the boy picking up an umbrella and hurling it at an ornament while Stevie Nicks’ Edge of Seventeen plays in the background.
Dancing and posing throughout, the spectacled boy then throws paint on the floor and, with his