Metro has ranked every John Lewis Christmas advert, from the first in 2007 to this year's Gloria and Pickles, with The Long Wait (2011) taking the top spot.
The 2026 advert stars Kristin Scott Thomas as Gloria, a grandmother seeking the perfect Christmas gift for her grandchildren, with Paul Whitehouse voicing a toy dog. Set to a cover of a Rolling Stones song, it is described by Metro's TV Editor Sabrina Barr as not a classic tearjerker but a beautifully told story.
The Bottom of the List
At number 20 is Shadows (2007), the retailer's first Christmas ad in three years, showing a shadow of a woman and her dog created by products. Clues (2008) is at 19, featuring a slowed piano version of The Beatles' From Me To You. The Feeling (2009), the first by agency Adam & Eve/DBB, shows kids unwrapping grown-up gifts.
A Tribute To Givers (2010) uses Ellie Goulding's cover of Your Song, while The Gifting Hour (2024), at 16, follows a sister's quest for a gift. Unexpected Guest (2021) tells of an intergalactic friendship, and Moz The Monster (2017) is directed by Michel Gondry.
Mid-Table Efforts
Snapper The Venus Flytrap (2023) is a divisive departure, and The Journey (2012) features a snowman's trek. The Beginner (2022), at 11, is part of the Building Better Futures programme. Give A Little Love (2020) promotes kindness, and Gloria and Pickles (2026) sits at number 9.
The Bear And The Hare (2013) is at 8, and Where Love Lives (2025) at 7, with The Boy And The Piano (2018) at 6, starring Sir Elton John.
Top Five and the Winner
Excitable Edgar (2019) is at 5, Monty The Penguin (2014) at 4, The Man On The Moon (2015) at 3, and Buster The Boxer (2016) at 2. The Long Wait (2011) takes the top spot for its simple story of a boy's patience.
The article invites readers to vote for their favourite, with a poll listing all the adverts from The Feeling to Gloria and Pickles.
