John Lewis's 2026 Christmas advert, released on November 3, has been branded "woke" and "very middle-class" by some viewers, who said they were "disappointed" by the festive trailer.
The three-minute ad, titled Gloria and Pickles, stars Oscar-nominated actress Dame Kristin Scott Thomas, 66, as a glamorous grandmother who appears to have everything she needs in life. It features a cover of the Rolling Stones' classic hit You Can't Always Get What You Want, performed by 2026 BRIT winner Sam Fender.
Storyline of the advert
The ad explores the growing issue of the absence of inspiration for what Gloria should buy her two grandchildren for the perfect Christmas. It begins with Gloria welcoming her daughter, son-in-law and two grandchildren, Maggie and Freddie, into her beautifully decorated home, which is decked out to look like the picture-perfect middle-class home, complete with a velvet sofa, plush cushions and burgundy walls.
The children, restless from their journey, immediately begin to trash her well-kept home office. In a bid to keep them entertained, Gloria is inspired by a wave of nostalgia and ventures up to her attic, where she reunites with her old toy collection while writing their Christmas card, which she stuffs with a handful of cash.
However, the two children are bored with the vintage pull-along toy and abandon it in her office. It is at this point that Pickles the dog stops Gloria in her tracks, insisting, "You can do better than cash" and takes her on a last-minute shopping spree to invest in some more appreciated children's toys.
Mixed reaction from viewers
When all hope is lost, the pair embark on a wild adventure through John Lewis where Christmas is finally saved. Instead of giving them a tenner on the big day, Gloria hands her grandchildren a key to her 'Gran Cave', a magical wonderland filled with fairy lights, disco balls, an old record player and other surprises that don't involve a screen.
Initially, the advert was well received by fans following its TV debut, but some took issue with its lavish take on the festive theme. The actress looked every inch the glamorous gran, rocking a Jigsaw cashmere jumper, a Max Mara blouse and a Mulberry handbag at various points in the ad. Elsewhere, she was seen wearing Ralph Lauren trousers and showcasing a range of high-end jewellery.
Taking to X - formerly known as Twitter - one user penned: "John Lewis did it again with their 'woke' Christmas advert." Another agreed: "Good grief. John flipping Lewis and their very middle-class Xmas ad. Lots of people can't even afford to give cash OR gifts. Bah humbug!"
A third fumed: "New John Lewis ad is ubiquitous DEI slop," as a fourth predicted: "Yep, the John Lewis Christmas ad is incredibly sickly sweet." A fifth pointed out: "The John Lewis advert is awful, materialistic, woke and ridiculous, not to mention patronising and ageist."
Positive feedback and references
Meanwhile, others adored the festive offering, with one user gushing: "This is my favourite John Lewis Christmas ad by far!" Another agreed: "It made me cry because seeing kids happy at Christmas always makes me cry."
A third quipped: "Just saw the John Lewis Christmas ad. Absolutely missed an opportunity to have Jackson Lamb as Santa Claus," referencing Scott Thomas' role in Apple's crime drama Slow Horses.
