Mixed Reviews for John Lewis’s 2026 Christmas Advert Featuring Kristin Scott Thomas and Paul Whitehouse Spark Debate
The Advert centres on the relationship between grandparents and grandchildren, inspired by research showing that over half of grandparents don't know, or aren't sure, what their grandchildren want. As a result, most give cash.
The three-minute ad stars Dame Kristin Scott Thomas as the grandmother Gloria and Paul Whitehouse, who is the voice of her childhood toy dog Pickles.
Gloria is struggling to find the perfect present for her grandchildren, Freddie and Maggie and decides to give them cash, but then Pickles challenges her to make more effort.
The result is a last-minute shopping adventure through London that leads to Gloria transforming her home office into a glittering ‘Gran Cave’, complete with disco balls, fairy lights and music.
The advert is soundtracked by Sam Fender’s cover of The Rolling Stones' You Can’t Always Get What You Want.
The advert encourages shoppers to rediscover the joy of choosing thoughtful Christmas gifts.
John Lewis marketing and loyalty director Rosie Hanley said the company wanted to make this year’s campaign ‘particularly special’ as it celebrates its 20th edition.
“Our message this year is simple: ‘Don’t give up on giving,'” she said.
John Lewis has also increased its investment in this year’s advert. Hanley says they believe that the campaign will deliver a strong return as retailers compete for shoppers’ attention ahead of Black Friday.
Backlash
However, the advert has not landed as the retailer wanted. It has been described as "John Lewis has lost its way," by the Express.
It has also been criticised for using rickshaw cabs, which are viewed as an extremely dangerous mode of transport, particularly for a woman travelling alone, following incidents and horror stories involving women tourists.
The Guardian calls it "this year’s John Lewis Christmas advert is clearly a nightmarish allegory for the age of AI"
It says, "This year’s John Lewis Christmas advert wants to remind you that you are always being watched, always and forever, as powers beyond your control guide you into a miserable post-human existence where you will remain, shivering and cold, until the robots deign to stamp you out for good."
The adverts has also been criticised for what critics have called "badly behaved children" and "bad parenting".