John Lewis's Christmas advert has ignited fierce debate among viewers this year, with some threatening to boycott the brand. The shortened version, titled 'Gloria and Pickles', aired on TV this week, focusing on a grandmother's efforts to win over her grandchildren.
Rather than the tearful reaction often linked to the retailer's festive campaigns, the advert has drawn criticism and split opinion on social media. At the heart of the story is Pickles, a vintage wooden dog on wheels that fails to impress the children when they visit their grandmother. Their disappointment at finding no cash in their Christmas cards has prompted complaints, with users on social media and parenting forum Mumsnet describing them as 'rude and disrespectful'.
Consumer-Driven Message Under Fire
In an attempt to engage the disinterested grandchildren, the grandmother – played by Dame Kristin Scott Thomas – embarks on an expensive shopping expedition to create an elaborate neon-and-disco-ball-decorated 'Gran Cave' for them. Detractors contend the commercial promotes a purely transactional, consumer-driven seasonal message, suggesting grandparents must buy devotion and spend lavishly to earn affection.
Observers including Sarah Vine and Piers Morgan have openly criticised the commercial, with Morgan branding it 'possibly the worst advert I've ever seen' and indicating it would deter shoppers from visiting the store – a view some have shared.
Claims of Quiet Re-Edit
Following the controversy, some observers suggest the advert has been 'quietly re-edited' by John Lewis since it initially aired on television screens. One individual speculated on X: "John Lewis has quietly re-edited its Christmas ad in the hope nobody will notice. Gone: the scenes of the feral grandkids misbehaving. Gone: the useless parents. It's too late, guys. We've all seen the original. Deleting is cheating. #JohnLewisChristmas."
The post rapidly went viral, accumulating thousands of likes and exceeding 114,000 views. One person responded: "Well spotted," while another contributed: "At least they listened and reacted." A third interjected: "They need to get rid of that toddler toy too - it's just insulting, no grandparent would think that would entertain older children."
Nevertheless, others maintained that the shortened version is merely standard practice when the advert broadcasts on television. One person highlighted: "They always have a long and short ad due to time allowed between programmes, it's probably still out there." Another concurred: "I think there were always two versions - the 3 min full version and the shorter TV advert edit." A third reinforced: "Not quite, every Christmas advert has a long version, and short version, for broadcast on different media at different times."
Positive Reception Despite Backlash
Some viewers declared they found the shortened television edit 'far more palatable' as the majority of contentious scenes have been cut. Others remained sceptical and urged the retailer to 'pull the ad completely'. Despite the passionate discussion, consumer research and industry analysis indicate that the vast majority of viewers reacted favourably to the advertisement.
In a launch-day OnePulse survey, roughly 68% of British viewers reported they liked or loved 'Gloria and Pickles', identifying several specific strengths. Numerous viewers embraced the animated vintage toy dog Pickles – voiced by comedy veteran Paul Whitehouse – wholeheartedly. Nearly half of those polled identified Pickles as their outstanding favourite, praising Whitehouse's understated, witty performance and the sentimental reference to cherished John Lewis anthropomorphic characters such as Monty the Penguin.
Both reviewers and audiences commended Scott Thomas for delivering warmth, charisma, and flawless comic timing to the character of Gloria. Numerous grandparents observed that her discomfort and determination to connect across the generational gap felt immediately recognisable and relatable. Supporters emphasised that the slogan – 'Don't give up on giving' – addressed a genuinely common practice, with approximately 85% of Britons admitting they turn to placing cash in an envelope when creative ideas fail them.
Sam Fender's reinterpretation of The Rolling Stones' 'You Can't Always Get What You Want' also received extensive praise, even securing a public endorsement from Mick Jagger himself. Audiences were especially captivated by the song's brass arrangement, delivered by Easington Colliery Band, together with a children's choir from Fender's previous school, with physical single proceeds benefiting youth charity Action for Children. A spokesperson for John Lewis has been approached for comment.
