The John Lewis 2026 Christmas advert has divided viewers, with many branding it the "worst ever" and some calling for a boycott of the retailer. Released today (Tuesday, November 3), the commercial has sparked strong reactions online, with criticism focused on its portrayal of children and its overall tone.
Advert Plot and Characters
The advert begins on Christmas Eve as a stylish grandmother called Gloria, played by Dame Kristin Scott Thomas, greets her family at her residence. Her young grandchildren, Freddie and Maggie, rapidly become bored and fidgety. In a bid to amuse them, Gloria retrieves a vintage wooden pull-along dog from the loft named Pickles.
When the children appear unimpressed, a dejected Gloria accepts defeat by placing cash into their Christmas cards - mirroring research referenced by John Lewis that over half of grandparents give money simply because they lack confidence in selecting presents.
Abruptly, Pickles comes to life, voiced by comedy veteran Paul Whitehouse, and chastises her: "You can do better than cash!" He drags Gloria out into the London evening on a rapid, eleventh-hour shopping expedition aboard an electric tuk-tuk.
Viewer Criticism and Praise
On Christmas morning, the youngsters open their envelopes to discover no money, but rather a single key. Opening Gloria's home study, they unveil the "Gran Cave" - a transformed paradise brimming with twinkling fairy lights, disco balls, and a turntable for the entire family to dance together and create memories. Alongside the redesigned space itself, the Gran Cave contains presents specifically chosen for the grandchildren rather than simple monetary gifts.
Nevertheless, the advertisement hasn't struck a chord with everyone, with numerous viewers criticising the 'spoiled', 'rude' and 'unruly' children featured in the commercial. Primary concerns included the youngsters hurrying past their grandmother without acknowledging her and a sequence depicting them enthusiastically shaking envelopes searching for cash, which many believed portrayed modern children in an unfavourable, money-focused manner.
Other audiences have suggested that the core storyline appeared to feature a caring grandmother who felt compelled to shower costly material presents and entirely transform a space simply to receive fundamental affection and courtesy from badly-behaved grandchildren. Additionally, numerous viewers expressed dissatisfaction that this year's commercial felt overly fast-paced, sales-driven, and cheerful, missing the touching emotional resonance they expect each November.
Online Reactions and Responses
Several people furthermore observed that while they valued the basic concept, it didn't produce the typical "crying into morning coffee" response. This has prompted some individuals to label the advertisement John Lewis' 'worst ever' online – with certain viewers now pledging to 'boycott' the retailer.
One individual posted on X: "Not shopping there this year. Appalling choice of ad - read the room John Lewis." Meanwhile another remarked: "John Lewis really thought they could monetise our resentment. It is so over for their brand."
Even TV personality Piers Morgan weighed in, taking to his X account to post: "It's possibly the worst advert I've ever seen for anything. Would actively dissuade me from going to JohnLewisRetail - what on earth were they thinking?" However, some hit back, with one user responding to Piers: "Imagine boycotting a shop cos you think the advert is cr*p on the telly."
Despite the criticism, a significant number of viewers remain full of admiration for this year's advertisement. Audiences have almost universally celebrated Kristin Scott Thomas's elegance and charisma as the sophisticated Gloria. Paul Whitehouse's vocal performance as Pickles the Dog, along with the nostalgic appeal of the vintage Fisher-Price-style Little Snoopy toy, struck a chord with older viewers. Many have also embraced the soundtrack, a rendition of The Rolling Stones' 1969 classic, "You Can't Always Get What You Want", performed by Sam Fender, as well as the underlying message of the advertisement.
"This is such a great message," enthused one viewer, while another declared: "I think it's sweet... why take it all so seriously?" A representative of John Lewis has been contacted for comment.
