John Lewis's 2026 Christmas advert, starring Dame Kristin Scott Thomas, has drawn fierce criticism online, with some viewers calling it one of the department store's weakest campaigns yet.
The film centres on Gloria, a grandmother played by Dame Kristin, who searches for Christmas presents for her grandchildren Freddie and Maggie. When she considers giving cash instead, Pickles, a traditional toy dog voiced by comedian Paul Whitehouse, helps persuade her to keep looking.
Story and Message
Gloria then makes a last-minute trip around London's shops, trying to find something that will interest the easily distracted pair. Her eventual surprise is a gleaming key to her home office, now transformed into a "Gran Cave" filled with disco balls and neon lighting.
The campaign's core message is straightforward: "Don't give up on giving." The retailer aims to encourage viewers to choose a meaningful present rather than simply placing cash into an envelope this Christmas.
Music and Star Power
Chart-topping artist Sam Fender handled the soundtrack with a rendition of the Rolling Stones' "You Can't Always Get What You Want." Despite the star power attached to the campaign, disappointed viewers have taken to social media to criticise the video.
Columnist Sarah Vine fumed on X: "I can't express how much I hate this John Lewis advert. Spoilt entitled, rude and overindulged children. Useless, weak parents. Terrible mauling of the Rolling Stones. Yet again ANOTHER cliched out-of-touch grandparent we are all supposed to roll our eyes at. Urgh. It's as bad."
Viewer Reactions
Fellow writer Piers Morgan agreed, posting: "Totally agree. 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?"
A further X user remarked: "I couldn't hate the #johnlewis christmas ad more. The poor Nan. Who pitched the idea? Who approved it? Ew," while another questioned: "How does #johnlewis have a full year to make a Christmas advert come up with that! !"
Yet another disgruntled viewer posted: "John Lewis Christmas adverts have always been about making us feel something. Sadly, this one just doesn't do it for me. Easily one of their weakest in my opinion. I miss the emotional storytelling that made these adverts so special."
Criticism of Children's Behaviour
The harshest criticism appears to be directed at how "entitled" the children in the story come across. The siblings are depicted virtually blanking their grandmother upon arriving at her home, before subsequently wrecking one of her rooms. Many viewers believe the children being rewarded despite their poor behaviour could send "the wrong" message.
However, other viewers said they were moved by the campaign. "This is so perfect. How beautiful. Dame Kristin is perfection. A love letter to grandmothers everywhere," remarked one admirer.
Another praised: "Exactly what Christmas is about! Fabulous job team!," while a further viewer commented: "Aww I really loved the @JohnLewisRetail Christmas advert this morning, have to say it made me well up a bit though. Lovely cover by Sam Fender too! Great job #Johnlewis Let the countdown begin..... #ChristmasAdvert."
The 2026 John Lewis Christmas advert is now on YouTube.
