John Lewis is facing significant backlash over its 2026 Christmas advert, with critics arguing the retailer has lost its way after years of beloved festive campaigns.
The new ad, titled 'Gloria and Pickles', stars Kristin Scott Thomas as Gloria, a grandmother struggling to connect with her badly behaved grandchildren. The advert has been criticised for lacking the heart and warmth of previous John Lewis Christmas campaigns.
A Shift from Beloved Classics
John Lewis previously won fans with hits like 'The Long Wait' in 2011, 'The Journey' in 2012, 'Monty the Penguin' in 2014, and 'Buster the Boxer' in 2016. The 2026 advert, however, has sparked a significant backlash.
In the ad, Gloria attempts to win over her grandchildren with presents after her daughter refuses to parent and the children won't give her a hug. Her wooden dog friend Pickles encourages her to find a more sentimental gift, leading to a room decorated with streamers, ribbons, and disco balls from John Lewis, culminating in a hug from her grandchildren.
Criticism and Comparison
The advert's message has been described as "warped," with critics pointing out that it focuses on buying love rather than the kindness and everyday gestures that made previous ads successful.
In contrast, the Dogs Trust advert 'Kira Needs a Happy Place' has won praise. It tells the story of a boy named Jack who creates hand-drawn posters to help a dog named Kira find a home. After months of patience, Jack's mum agrees to adopt Kira in January, and the advert ends with their reunion.
Viewers on X have praised the Dogs Trust advert, with one writing, "Now that's a Christmas advert, well done Dogs Trust. Not ashamed to say I had tears in my eyes watching it." Another tweeted, "Much better than the John Lewis ad." A third said, "Absolutely perfect. A traditional Christmas setting, a cute little lad who doesn't rely on tech to make his posters and a beautiful ending for a special doggy. Poles apart from @JohnLewisRetail."
