John Lewis has unveiled its 20th Christmas advert, bringing together a host of familiar faces, a British rock anthem and a heartwarming story about the importance of choosing thoughtful gifts. This year's festive campaign stars Dame Kristin Scott Thomas as Gloria, alongside an unlikely Christmas helper in the form of vintage toy dog called Pickles, voiced by comedian and actor Paul Whitehouse.
Soundtrack and Cameos
Chart-topping singer-songwriter Sam Fender provides the soundtrack with a brand-new cover of The Rolling Stones' classic You Can't Always Get What You Want. The track marks Sam's first new music since the phenomenal global success of Rein Me In, which now holds the record for the longest-running UK Number One single.
Adding an extra personal touch, the singer reunited with pupils from his former school, John Spence Community High School, to re-record the song with children's choir. The track also features a brass section arranged with Easington Colliery Band. Rolling Stones frontman Mick Jagger has even given the cover his seal of approval, saying: "I'm a fan of Sam's work, so I was pleased to hear he was covering one of my songs. I think he's done a great job with it."
The Story of Pickles
One of the advert's biggest surprises comes in the shape of Pickles, a vintage Little Snoopy Pull-Along Toy who suddenly springs to life. Voiced by acclaimed actor, writer and comedian Paul Whitehouse, Pickles isn't afraid to tell Gloria exactly what he thinks when she decides to put cash inside her grandchildren's Christmas cards. His verdict? "You can do better than cash." The outspoken toy dog then takes Gloria on a last-minute Christmas shopping adventure, determined to help her find something more meaningful for Freddie and Maggie.
There is also a familiar face for EastEnders viewers, with young actor Jahsaiah Williams appearing as Freddie, one of Gloria's grandchildren. Jahsaiah is known for his role as Jordan Fox in the BBC soap, the son of Gray Atkins and Chelsea Fox. Soap fans will remember Jordan being ran over by a drunk Ian Beale who reversed Kathy Beale's car and accidentally struck the youngster, believing he had only hit a trash bin. Jordan was left unconscious and rushed to the hospital with critical spinal injuries, requiring urgent surgery and leaving him using a wheelchair.
A 60-Year-Old Toy and a Milestone Campaign
There is a nostalgic story behind Pickles the dog, who is based on the Little Snoopy Pull-Along Toy, first introduced in 1966. That means the vintage toy is celebrating its 60th anniversary in 2026. The toy is still available to buy from John Lewis at a price of £12.99.
This year's campaign is also a milestone for John Lewis, marking the 20th edition of its much-loved Christmas advert. From the little boy who couldn't wait for Christmas in The Long Wait (2011), to the adorable bouncing dog Buster in Buster the Boxer (2016), and the emotional friendship between a young boy and an alien in The Beginner (2018), John Lewis has given viewers plenty of Christmas moments to remember. Other fan favourites include The Bear and the Hare (2013), featuring Lily Allen's cover of Somewhere Only We Know, and The Man on the Moon which helped raise awareness of loneliness among older people.
Charitable Partnership
There is also an important charitable message behind this year's campaign. John Lewis is continuing its partnership with leading UK charity Action for Children through its Building Happier Futures programme, which supports people who have grown up in care to build brighter futures. Fans will also be able to buy physical copies of Sam Fender's You Can't Always Get What You Want on 7-inch vinyl and CD through the John Lewis website. The release will be backed with Sam's 2020 cover of 'Winter Song', which will be available physically for the first time. All profits from the records sold by John Lewis will go to Action for Children, helping the charity continue its work supporting care-experienced young people.
