Piers Morgan has criticised the new John Lewis Christmas advert, calling it the “worst he’s ever seen”. The former Good Morning Britain presenter responded to a post by columnist Sarah Vine, who described the release as “cliched”.
The 2026 advert follows grandma Gloria, played by Kristen Scott Thomas, who struggles to connect with her grandchildren. Pickles, a toy dog on a pull-string voiced by Paul Whitehouse, comes to life and helps her rediscover the magic of Christmas. The story includes a tour of London for presents, ending in John Lewis, before Gloria transforms a room in her home into a party den for the children.
Criticism from Piers Morgan and Sarah Vine
Vine wrote: “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.”
She added: “Yet again ANOTHER cliched out-of-touch grandparent we are all supposed to roll our eyes at. Urgh. It’s as bad as that ‘get consent to hug your grandkids’ one.”
Morgan tweeted in response: “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?”
Vine replied: “Maybe they’ve replaced their creative team with Chat GPT?”
Other reactions to the advert
Location, Location, Location presenter Kirstie Allsopp also shared her view, writing: “Not sure I’m such a fan, not giving Granny a hug is not a good start.”
Other viewers agreed, with one writing: “What a marvellous Christmas ad from John Lewis. It tells grandparents their spoilt brat grandkids will hate them if they don't indulge them like seven-year-old Me Me Me Gods. A terrible message.”
Another said: “You’ve got two feral kids who don’t hug nan. Some old Doris talking to a toy and probably getting scammed by a rickshaw. Didn’t really get me in the Christmas spirit.”
Supporters defend the festive release
Not everyone agreed, as some fans praised the advert on social media. One fan called it “a return to form,” adding: “A beautiful Kristin Scott Thomas playing a glam granny. Warm, Christmassy, nostalgic.”
Another said: “Well, I was prepared to be a hater, but no! I thought the advert was excellent, not sure if I realised it was about John Lewis though, more of a commentary about life & grandparents wanting to connect with their grandchildren! But, all in all, I liked it!”
