The John Lewis Christmas advert "Gloria and Pickles" has sparked controversy this year, with some viewers claiming the ad has been "quietly re-edited" after its initial broadcast. The response on social media has been markedly different from the usual tearful, festive warmth, with considerable public criticism and split opinion since its launch.
Advert narrative and backlash
The narrative centres on a grandmother whose visiting grandchildren dismiss her modest vintage toy (Pickles, a wooden dog on wheels) and openly express their dismay when their Christmas cards arrive without cash inside. Viewers throughout social media and parenting forums such as Mumsnet have condemned the children as "rude and disrespectful".
In a bid to captivate the uninterested grandchildren, the grandmother – portrayed by Dame Kristin Scott Thomas – sets off on a lavish spending spree to construct an extravagant neon-and-disco-ball-adorned "Gran Cave" for them. Critics have argued the advert champions a purely transactional, materialistic festive message and implies that grandparents must purchase affection to secure their grandchildren's love.
Re-editing claims and responses
Commentators including Sarah Vine and Piers Morgan have publicly condemned the advert, with Morgan branding it "possibly the worst advert I've ever seen" and suggesting it would actively discourage people from shopping there. Following the backlash, some people are now theorising the advert has been "quietly re-edited" by John Lewis since it first appeared on TV screens.
One person 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 swiftly went viral, clocking up thousands of likes and more than 114,000 views.
However, others argued that the shorter version is simply standard practice when the advert airs on television. One pointed out: "They always have a long and short ad due to time allowed between programmes, it's probably still out there." Another agreed: "I think there were always two versions - the 3 min full version and the shorter TV advert edit."
Positive reception and survey data
Despite the heated debate, consumer data and industry reviews suggest that the overwhelming majority of viewers responded positively to the advert. In a launch-day OnePulse survey, approximately 68% of British viewers said they liked or loved "Gloria and Pickles", highlighting a number of particular strengths.
Many viewers have taken the animated vintage toy dog Pickles – voiced by comedy stalwart Paul Whitehouse – to their hearts, with almost half of those surveyed naming Pickles as their standout favourite. Both critics and audiences have applauded Scott Thomas for bringing warmth, charm, and impeccable comic timing to the role of Gloria.
Fans highlighted that the tagline – "Don't give up on giving" – tackled a very real tendency, with an estimated 85% of Britons confessing they resort to stuffing cash in an envelope when inspiration runs dry. Sam Fender's reimagining of The Rolling Stones' "You Can't Always Get What You Want" also garnered widespread acclaim, even earning a public nod of approval from Mick Jagger himself. A representative for John Lewis has been contacted for comment.
