The John Lewis Christmas advert, featuring Kristin Scott Thomas as a grandmother who wins over her initially unpleasant grandchildren with the perfect gift, has triggered a wave of criticism in 2026. Detractors have labelled the commercial 'tone deaf' and accused it of promoting commercialism during a cost-of-living crisis, while others have objected to the children's behaviour.
Advert sparks online backlash
The advert, which sees Scott Thomas's character ultimately winning her grandchildren's affection with a gift from John Lewis, has drawn fire from various quarters. Some critics have focused on the children's initial rudeness, while others have taken issue with the promotion of rampant commercialism. A few online commentators have also used the advert as a racist dog whistle, pointing out that Scott Thomas's grandchildren are played by children of mixed heritage.
Prominent figures such as Piers Morgan, Mike Graham, and Edwina Currie have all weighed in with complaints about the advert. Even some liberal media outlets have joined the criticism, with one labelling the advert 'tone deaf' commercialism.
Critics accused of overreacting
Tom Percival, writing for Metro, argues that the backlash is overblown. He notes that the advert is a 'mid-level effort' compared to previous years and that critics are upset about 'children behaving like children'. He points out the irony that an advert is being criticised for trying to sell products, which is its purpose.
Percival also highlights the broader trend of culture war outrage, where even benign things like shops within walking distance or loft insulation are now considered 'woke'. He references the Celebrity Traitors controversy, where winners giving their prize money to a charity drew criticism, prompting Richard Osman to comment on The Rest is Entertainment: 'It's genuinely so pathetic. 15million people watched it. Let's say 1,000 people are being t***s about it. That's like being in a Championship football game, 15,000 people watching, 14,999 cheering, and just one idiot who's not happy.'
Call for a festive ceasefire
Percival concludes by urging people to step back from online outrage and enjoy the festive season. He suggests buying presents, eating too much, and watching television, but doing so offline. He adds that if people cannot avoid going online to complain, they should at least wait until he has started his marathon training.
