John Lewis Christmas Advert 2026 Sparks Fierce Backlash As Viewers Brand It ‘Woke’ And Slam Its Cost-Of-Living Message
The highly anticipated John Lewis Christmas advert has finally arrived, but its emotional festive storyline has already divided viewers. While some viewers have praised the two-minute film for bringing back the magic of Christmas, others have accused the retailer of being out of touch with families struggling to afford the festive season.
This year’s advert centres on Gloria, played by Slow Horses star Kristin Scott Thomas, and a rather unusual childhood companion: Pickles, a vintage wooden dog toy voiced by comedian Paul Whitehouse.
What begins as a grandmother’s struggle to connect with her grandchildren soon turns into a magical Christmas adventure. But not everyone is impressed by the message behind it.
A Grandmother, Two Unimpressed Children And One Unlikely Christmas Hero
The story follows Gloria as she prepares to welcome her grandchildren, Maggie and Freddie, for Christmas.
However, the reunion doesn’t quite go as planned. Gloria is baffled when the children appear more interested in exploring and seemingly tearing apart her elegant home than enjoying the toys she has kept from her own childhood.
Determined to find something that will capture their attention, she attempts to introduce them to her treasured possessions. Unfortunately, Maggie and Freddie aren’t interested.
That’s when Pickles comes to the rescue.
The wooden dog, complete with vintage-style red wheels and a pull string, becomes Gloria’s unlikely guide on a magical journey through the city as she searches for the perfect Christmas presents.
Their adventure takes them on a whirlwind carriage ride and through several unsuccessful shopping stops, including visits to shops Gloria clearly finds less than impressive.
Eventually, the pair arrive at John Lewis, where Gloria finally finds what she has been looking for.
The Christmas Surprise That Brings Three Generations Together
Back home on Christmas Day, Gloria presents Maggie and Freddie with their gifts.
But instead of the cash they appear to have expected in their Christmas cards, the children receive something rather different: an ornate gold key.
It unlocks a specially prepared festive room, decorated with tinsel and fairy lights. Inside, a record player is waiting, setting the scene for the family to come together and dance.
As Gloria, Maggie and Freddie share the moment, the children’s parents watch from the doorway with smiles on their faces.
The message is clear: Christmas is about rediscovering the joy of giving and creating memories with the people who matter most.
Sam Fender Gives A Rolling Stones Classic A Festive Makeover
The emotional storyline is accompanied by a new interpretation of The Rolling Stones’ iconic song You Can’t Always Get What You Want, performed by Sam Fender.
The singer revealed that reworking such a legendary track was a privilege. He also brought a personal touch to the recording by involving children from his former school, John Spence Community High School, for the children’s choir.
A brass section was arranged with the Easington Colliery Band, adding another distinctive element to the festive soundtrack.
Even Rolling Stones frontman Mick Jagger gave the cover his approval.
“I’m a fan of Sam’s work, so I was pleased to hear he was covering one of my songs. I think he’s done a great job with it,” he said.
John Lewis has also released a behind-the-scenes video featuring Pickles, with the wooden dog appearing in a casting chair interview and causing chaos around the studio.
Kristin Scott Thomas Reveals Why She Couldn’t Resist The Role
For Kristin Scott Thomas, taking centre stage in the annual John Lewis Christmas advert was an opportunity she couldn’t turn down.
“I simply couldn’t resist the opportunity to lead a John Lewis Christmas advert – it’s such a cherished part of the festive season,” she explained.
The actress said Gloria’s journey immediately resonated with her, particularly the character’s desire to create lasting memories with her grandchildren.
She added that working alongside Pickles to create the ‘Gran Cave’ was an absolute joy, expressing hope that the advert would bring smiles to families across the UK this Christmas.
Viewers Are Divided: Tears Of Joy Or Another ‘Woke’ Christmas Advert?
As expected, the release quickly triggered a wave of reactions online.
Many viewers were moved by the sentimental storyline, with several admitting that the advert had brought them close to tears.
One viewer wrote: “My fave John Lewis ad in a while, wanted to cry for Pickles.”
Another admitted: “John Lewis once again making me cry with their Christmas ad.”
A third enthusiastically declared: “John Lewis xmas ad is another cracker!”
However, the response was far from universally positive.
Some viewers took aim at what they considered the advert’s messaging, with one branding it “ubiquitous DEI slop” and describing the campaign as “woke”.
Another critic questioned the advert’s apparent focus on middle-class Christmas traditions, arguing that its portrayal of festive gift-giving failed to reflect the financial pressures facing many households.
“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!” they complained.
The criticism raises an uncomfortable question surrounding this year’s campaign: at a time when the cost of living remains a major concern for many families, can a heartwarming Christmas story about presents and magical family moments connect with everyone?
For some, Pickles and Gloria have delivered exactly the kind of festive magic they expect from John Lewis. For others, the advert has missed the mark.
One thing is certain: the 2026 campaign has already got people talking.