John Lewis's 2026 Christmas advert has drawn widespread criticism, with some viewers calling it the retailer's worst festive film to date. The department store's annual short-film advertisement, released on YouTube, stars Dame Kristin Scott Thomas as grandmother Gloria.
Advert storyline and cast
In the film, Gloria struggles to find the perfect toys for her chaotic grandchildren, Freddie and Maggie. With help from Pickles the dog, an old-school toy voiced by comedian Paul Whitehouse, Gloria decides against giving the children cash for Christmas. Instead, she embarks on a last-minute shopping trip around London in search of gifts that will impress her easily-bored grandchildren.
Gloria ultimately hands the siblings a shiny key that unlocks her home office, which has been transformed into a dazzling "Gran Cave" fitted with disco balls and neon lights. The campaign's message is simple: "Don't give up on giving." The retailer hopes to inspire viewers to choose a thoughtful gift over simply stuffing cash into an envelope this festive season. Chart-topper Sam Fender provides the soundtrack with a cover of the Rolling Stones' "You Can't Always Get What You Want."
Viewer backlash
Despite the star-studded campaign, frustrated viewers have gathered online to slam 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."
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?" Another X user commented: "I couldn't hate the #johnlewis christmas ad more. The poor Nan. Who pitched the idea? Who approved it? Ew," while a fourth asked: "How does #johnlewis have a full year to make a Christmas advert come up with that!!"
Criticism and praise
Someone else expressed disappointment, posting: "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." Critics seem most dissatisfied with how "entitled" the children in the story appear, as the siblings are seen almost ignoring their grandmother when they first arrive at her house, then later trash one of her rooms. Viewers think the children receiving a reward despite misbehaving could send "the wrong" message.
However, not every viewer has been put off. One person said: "This is so perfect. How beautiful. Dame Kristin is perfection. A love letter to grandmothers everywhere." Another praised: "Exactly what Christmas is about! Fabulous job team!," with a final viewer adding: "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."
