The British department store John Lewis is receiving praise for releasing a “touching” pro-family ad amid an onslaught of anti-natalist sentiment that has plagued Western society in modern times. While mainstream culture will often tell women to forgo motherhood and pursue self-interested pursuits, such as a career, the commercial from the British department store offers a different perspective.
The ad depicts a woman growing up through the stages of life, beginning with her being picked up out of her cradle. The video zooms through the stages of adolescence, showing her experiences in school as a young girl before graduating into her teenage years, where she finds romance and eventually marriage. From there, the commercial shows the stages of parenthood and elderly companionship with her family.
Concluding the advertisement, John Lewis stated, “Our lifelong commitment to you.” Users on social media praised the commercial for demonstrating the beauty of family and womanhood, offering a view that has often been forgotten in modern culture. “The most touching ad I have seen is from the British department store John Lewis. No other ads have come close to celebrating womanhood and family bonds like that,” one user on X reacted.
The American Tribune reported on another recent advertisement from Volvo, where the Swedish automaker glorified the prospect of starting a family, perhaps indicating a growing trend of pro-natalist sentiment that companies are catching on to.
One of the bravest outspoken proponents of the family unit over the last year has been Kansas City Chiefs kicker Harrison Butker. The professional athlete confidently shared his conservative Catholic views on gender roles and the family during a commencement speech in the spring, undeterred by the backlash and criticism he sparked.
In his remarks, Butker encouraged women to prioritize their family lives over pursuing a career. “For the ladies present today, congratulations on an amazing accomplishment. You should be proud of all that you have achieved to this point in your young lives. I want to speak directly to you briefly because I think it is you, the women, who have had the most diabolical lies told to you,” he said.
He continued, “How many of you are sitting here now about to cross this stage and are thinking about all the promotions and titles you are going to get in your career? Some of you may go on to lead successful careers in the world, but I would venture to guess that the majority of you are most excited about your marriage and the children you will bring into this world. I can tell you that my beautiful wife, Isabelle, would be the first to say that her life truly started when she began living her vocation as a wife and as a mother. I’m on the stage today and able to be the man I am because I have a wife who leans into her vocation. I’m beyond blessed with the many talents God has given me, but it cannot be overstated that all of my success is made possible because a girl I met in band class back in middle school would convert to the faith, become my wife, and embrace one of the most important titles of all: homemaker.”
Watch the British department store ad below:
Note: The featured image is a screenshot from the embedded video.
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