John Lewis has divided opinion with its 2026 Christmas advert featuring 'rude and entitled' grandchildren and a glamorous grandmother who can't seem to impress them.
Titled 'Gloria and Pickles', the three-minute advert features Oscar-nominated actress Dame Kristin Scott Thomas, 66, who has everything in life bar the approval of her ignorant grandchildren.
In need of a gift-giving inspiration Gloria enlists the help of her childhood toy pull- along, Pickles the sausage dog, voiced by Paul Whitehouse.
The old friends rush off together on a rickshaw in a last-minute hunt for presents and arrive at John Lewis where Gloria finds her much needed spark.
Since its release on November 3, the advert featuring the message 'don't give up on giving', has faced criticism from the public over the children's attitudes.
Daily Mail columnist Sarah Vine could not begin to express how much she disliked the retailer's annual festive advert.
'Spoilt entitled, rude and overindulged children. Useless, weak parents. Terrible mauling of the Rolling Stones,' she said.
'Yet again ANOTHER cliched out-of-touch grandparent we are all supposed to roll our eyes at.'
Pictured: Dame Kristin Scott Thomas as the star of this year's John Lewis Christmas ad
The two adorable grandchildren play with a vintage pull-along toy that older viewers may recognise from their own childhood
One user on X commented: 'Not sure what message John Lewis was trying to land with their Christmas advert.
'But all I see is 2 rude & entitled kids, their mother making excuses & tidying up after them & a gran spending a fortune trying to buy their affection while going on a trip down memory lane.'
Another said: 'I'd disinherit the lot of them and go cruising around the world. Who wants such entitled brats.
'I never had any grandparents, I'd have loved just a hug from them. Presents are nothing without family.'
A third added: 'My goodness. What an awful Christmas advert with a horrible message. Bribe your badly behaved and ungrateful grandchildren to like you.'
While it has quickly become the topic of debate, some viewers have praised the advert for its gift-giving message.
One person commented: 'I like it... I think it's sensible that they go with the theme of giving gifts and think this year's offering is better than last year!'
A second said: 'I quite like the message with this ad but would rather have seen the use of a black cab than a dodgy rickshaw!'
The Oscar-nominated actress, 66, plays a glamorous granny needing inspiration to buy the perfect present for her two grandchildren
The actress stays in characteristic style in the ad, wearing at various points a Jigsaw cashmere jumper, a Max Mara blouse and a Mulberry handbag
The advert begins with a choir kicking off a cover of the Rolling Stones classic, 'You Can't Always Get What You Want', performed by Sam Fender.
Gloria opens the front door of her affluent home and kneels down to hug her grandchildren, Freddie and Maggie, who rush past much to her disappointment.
In a bid for their approval, Gloria heads to the attic and brings down her childhood pull-along toy, Pickles the sausage dog, voiced by Paul Whitehouse.
But her grandchildren fail to see the appeal and again look unimpressed.
Out of ideas Gloria resorts to giving her grandchildren money in a card before Pickles says: 'You can do better than cash.'
Together the old friends embark on a last-minute Christmas present hunt across London hopping on a fluffy rickshaw that drops them off outside John Lewis.
Fast forward to Christmas Day, her grandchildren are upset to find they were not given cash but all is saved when they are given a key to a disco-Christmas playroom and she finally gets a much sought after hug.
Backlash against the advert comes at a crucial time for major retailers as they gear up for Christmas and start to release their festive tearjerker adverts.
Speaking about her lead role in the advert, Dame Kristin said she 'simply couldn't resist the opportunity' to take part.
'Gloria's journey captured my heart straight away,' she said. 'She represents so many parents and grandparents who want nothing more than to create lasting memories with the younger generation.
'I hope the ad brings a big smile to families across the UK this Christmas.'
Sir Mick Jagger has even given Sam Fender his blessing to cover the hit 1969 Stones song featured on the album 'Let It Bleed'.
He said: '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.'
A John Lewis spokesperson said: 'Our advert reflects the reality of family life, not misbehaviour.
'Anyone who has travelled with young children understands that arriving after a long journey brings restless energy and excitement.
'Once the children settle in and burn off that steam, the story culminates in genuine warmth, politeness, and a meaningful connection between grandchildren and their grandmother.'
Remember these? Edgar the Dragon, Bouncing Buster, the Man on the Moon, Monty the penguin and a star turn from Sir Elton John - EVERY past John Lewis Christmas advert
The eagerly awaited John Lewis Christmas commercial has become something of a festive tradition.
Every year, fans gather in front of their TVs to watch the latest offering, before sharing it with their friends and family and - in recent years - broadcasting their opinions online.
The John Lewis ads started in 2007 and here you can revisit every single one.
2025: WHERE LOVE LIVES
Last year, John Lewis broke its own festive tradition when it released Where Love Lives that wasn't the tearjerker we have come to know and love.
The commercial tapped into parental nostalgia, with a trip down memory lane for those who might have spent their pre-children years enjoying the glory days of Britain's nightclubs.
The advert celebrated the relationship between a father and his teenage son – a first for one of the store's Christmas campaigns.
It opened with the teenager nervously waiting for his father to find his gift hidden beneath the Christmas tree – a vinyl record featuring Alison Limerick's 1990 club anthem Where Love Lives.
Surprised by the thoughtful present, his dad headed for his record player to try out the gift while his son, headphones clamped around his neck, watched timidly for a reaction.
As soon as the first beat of the song filled the room, his father was transported from their living room to a sweaty, overcrowded nightclub, filled with partygoers.
The ad cut from the dad dancing in the club to flashbacks of his son as a toddler and a baby. Then, as a modern version of the track echoed softly in the background, the scene shifted back to the present day, where the embarrassed teen was pulled into an embrace by his emotional dad.
2024: THE GIFTING HOUR
In 2024, the brand returned once again with a festive tearjerker, with the heartwarming commercial transporting audiences at home on a magical journey that followed a sister's emotional quest for the perfect Christmas gift.
During the joyful advert, the lead character Sally raced into a John Lewis' Oxford Street flagship store just before closing time after leaving it a little late to find the right present for her sibling.
In a The Lion, the Witch and the Wardrobe-inspired moment, she fell through a rack of dresses and entered a fantastical world, stumbling out of an old wardrobe in the attic of her childhood home.
From there, she went through a whimsical journey through her memories as she urgently searched for the best gift for her beloved sister. In one particularly tear-jerking scene, Sally came across her late mother and shared a brief festive moment with her.
2023: SNAPPER: THE PERFECT TREE
In 2023, John Lewis broke with tradition and opted for a bright and joyous campaign, rather than its traditional tearjerker. And for only the second time, it used an original song instead of a cover of a classic hit.
Andrea Bocelli provided the soundtrack to the heartwarming tale about a little boy called Alfie, who asked his grandmother for a seed to 'grow your own perfect Christmas tree'.
He planted it, and was delighted to see that instead of the typical festive fir, his pot sprouted an animated, carnivorous Venus flytrap, dubbed 'Snapper, the perfect tree'.
But soon the plant caused chaos and was pushed outside - until Christmas morning, when Alfie presented the flytrap with a gift. Snapper gobbled the offerings up, spitting out festive gifts for the family - everything from headphones to Lego sets and slippers.
2022: THE BEGINNER
Titled 'The Beginner', the 2022 festive clip told the story of a foster father learning to skateboard in the run-up to Christmas.
The hapless skater collected many bruises and scrapes along the way, but persevered with his new hobby - even doing homework by watching skating tutorials at work.
When Christmas Day comes around, it is finally revealed that the character had been training in order to impress the foster child, Ellie, who was coming to stay with him and his wife over the holidays. She was welcomed into their home clutching a skateboard - bedecked with stickers - close to her chest.
And appropriately, the ad was set to a slow rendition of skater-pop anthem Blink-182's 'All The Small Things' - a more upbeat choice than the ballads usually selected.
2021: UNEXPECTED GUEST
The retailer's two-minute ad in 2021, titled 'Unexpected Guest', featured a young boy introducing an alien to Christmas traditions, before she emotionally departed back to her home planet.
It starred space traveller Skye crash-landing at the height of festivities in the woods near the home of 14-year-old Nathan, who introduced her to the traditions of eating mince pies, decorating the tree and, to her slight confusion, wearing novelty jumpers.
The soundtrack was provided by London singer and songwriter Lola Young, who performed a cover of Together In Electric Dreams, originally released by Philip Oakey and Giorgio Moroder in 1984.
The ad started with Nathan, who on his way home from school spotted a flashing light in the distance and chased it to the woods beside his home. It was here he encountered space traveller Skye and her spaceship.
2020: GIVE A LITTLE LOVE
The 2020 campaign hoped to raise a smile with light-hearted scenes of magical flying snowmen, supersized Christmas crackers and a hedgehog who dreams of being a pigeon.
The two-minute commercial showed how small acts of kindness can alleviate loneliness and bring joy to people who are quietly struggling.
Told through a series of nine interconnecting vignettes, the ad followed a chain reaction of good deeds that changed someone else's life in small but meaningful ways.
Each scene was done in a different style, from hand-drawn animation to claymation and cinematography.
2019: EDGAR THE DRAGON
This offering starred an excitable and accident-prone dragon called Edgar who lives in a freezing mythical village with his red-headed best friend Ava.
In the heart-warming and funny ad, the pair try to quell Edgar's disastrous fire-breathing after it threatened to destroy the festive period for everyone as a giant Christmas tree was set on fire, a snowman was destroyed and the local ice rink melted.
It marked the first time the department store joined with sister brand Waitrose for a festive commercial. After a mixed response to the 2018 ad, which featured Elton John and charted his rise from childhood, the new ad seemed to be a return to formula.
2018: THE BOY AND THE PIANO
The retailer ended a decade of heart-warming tear-jerkers featuring loveable animals and charming children last year when it featured Sir Elton John in its Christmas ad.
It charted the singer's rise from humble beginnings to fame and fortune.
The mini-biopic, set to his 1970 hit Your Song, showed how one present can change a life and ended with a four-year-old Elton unwrapping his first piano on Christmas Day in 1951.
The £7million advert then cuts to the emotional 71-year-old playing the same instrument while thinking about his mother Sheila, who died in 2017 aged 92, followed by the slogan: 'Some gifts are more than just a gift'.
However, it was panned by some who thought that it focused more on the singer than on Christmas.
Some fans were also disappointed that cuddly stars such as Monty the penguin and Moz the monster were jettisoned for a celebrity-endorsed campaign.
2017: MOZ THE MONSTER
2017's effort featured the story of a boy who befriends the monster under his bed, with the music a cover of The Beatles' Golden Slumbers by rock band Elbow.
It left viewers in tears over the mischievous and flatulent monster called Moz and his relationship with a seven-year-old soulmate - with fans comparing it to Disney's much-loved Monsters Inc.
The giant furry monster with a bulbous nose, wonky teeth and a love of snoring, jumped out from under the bed every night to play with companion Joe in a festive tale making many laugh and cry.
The little boy, aged seven, who is played by young twin brothers from London named Ethan and Tobias, is initially frightened after seeing a pair of enormous eyes peering from the dark under his bed.
But the two unlikely friends are shown sharing games, playing piggyback and Scalextric in his bedroom – all without mum, dad, or older sister finding out.
2016: BUSTER THE BOXER
Buster the Boxer was the star of the 2016 edition.
John Lewis said the advert where the dog, played by five-year-old Biff, beats a young girl to her new toy was an attempt to cheer up Britain after a 'tough year'.
The advert told the story of a little girl called Bridget who loves to jump.
Set to a cover version of 'One Day I'll Fly Away', her mother and father buy her a trampoline, toiling while she sleeps to build it before hiding it in the garden to surprise her with on Christmas Day. As the snow falls an array of animals start using it as the Boxer watches forlornly through the window.
The next morning Bridget sprints out to use it for the first time but her joy turns to shock as cheeky Buster has the last laugh and uses her new toy before her.
2015: MAN ON THE MOON
In 2015, a lonely Man on the Moon is shown to viewers sitting by himself on a bench, completely unaware that he is being observed by the youngster back down on Earth.
The elderly man, played by a 77-year-old French actor called Jean, gazes up wistfully towards the Earth, as the Oasis song Half The World Away, performed by 19-year-old Norwegian singer Aurora plays mournfully in the background.
She tries desperately to send him a message but all her efforts fail, while he remains unaware that anyone cares about him and sits alone on a bench, staring up at the Earth.
Eventually, on Christmas morning, a present arrives from the sky, carried by party balloons, and the old man unwraps it to reveal a vintage telescope.
He uses it to spot Lily and, realising that someone cares about him, his eyes fill with tears.
2014: MONTY THE PENGUIN
In 2014, John Lewis hoped the bond between a boy and a penguin would capture the public's imagination.
The two-minute festive commercial told the story of seven-year-old Sam, played by actor Rhys Edwards from Hertfordshire, and his friend Monty.
The boy gradually realises Monty is longing for a penguin companion. And so on Christmas morning Sam surprises Monty with the gift of a new penguin friend named Mabel.
The soundtrack was John Lennon's song Real Love, performed by Tom Odell.
2013: THE BEAR AND THE HARE
In 2013, the £7million Disney-inspired advert told the story of a selfless hare who is determined to make sure his best friend, a bear, doesn't miss Christmas for once.
The commercial features the tale of two good friends, a bear and a hare, who are sad at the thought of being separated for Christmas.
The tale opens as winter is starting to draw in and the fun and excitement of preparing for Christmas begins.
As the first snowflake falls and lands on the bear's nose, the hare starts to feel sad because he realises his friend will soon go off to hibernate, so – as usual - missing Christmas.
While the bear is keen to join in, eventually he finds he cannot hold off his winter sleep any longer and disappears into his cave.
Viewers see the bear fast asleep while all the other woodland creatures become excited about the big day to come.
However, the hare is missing his friend and finds it increasingly difficult to join in the preparations until the moment he has a great idea for a very special present.
He disappears off in to the wilderness to return with the gift – an alarm clock – which wakes the bear just in time to gather around a beautifully decorated tree to celebrate with all his friends.
2012: THE JOURNEY
The Christmas ad from 2012, called The Journey, shows the extraordinary lengths to which some will go in their search for a gift for someone they love.
The 90-second commercial opens in a family's snow-covered garden, with children happily making a snowman and snowwoman.
When the snowman mysteriously disappears the next morning, the viewer is transported to a magical world, following him on an epic journey across river, mountain, road and city.
The motive for the snowman's secret journey isn't revealed until the last scene, when he returns on Christmas morning with gifts for his wife.
Gabrielle Aplin sings The Power Of Love, the 1984 hit from Frankie Goes To Hollywood, as the soundtrack.
2011: THE LONG WAIT
In 2011, the John Lewis advert showed a young boy desperately excited about Christmas.
He eagerly counts down the days to December 25 with viewers left to imagine he is looking forward to getting presents.
However, it is revealed at the end that he actually couldn't wait to give presents to his parents.
It was accompanied by a cover of The Smiths' Please Please Let Me Get What I Want'.
2010: A TRIBUTE TO GIVERS
The 2010 offering saw individuals choosing and wrapping their presents in the lead up to the big day, as Ellie Goulding sings a cover of Elton John's Your Song.
Various people furtively hide the presents they've carefully chosen.
Parents sneak a rocking horse upstairs while their children's backs are turned; a mechanic struggles to wrap a spotted teapot; and a small boy braves the snow in his dressing gown to hang a stocking outside his dog's kennel.
2009: SWEET CHILD O'MINE
2009 was the first of the store's Christmas campaigns created by advertising agency Adam & Eve.
It was also the first to feature a musical cover by a current artist, on this occasion a Taken By Trees version of Sweet Child O' Mine by Guns N' Roses.
The ad shows children opening gifts for adults including a laptop, coffee machine and handbag.
It's followed by the tagline: 'Remember how Christmas used to feel? Give someone that feeling.'
2008: FROM ME TO YOU
Culminating in the tagline: 'If you know the person, you'll find the present,' the 2008 version shows a succession of characters followed by a matching gift.
The soundtrack is a cover of The Beatles' From Me To You recorded for the campaign.
It included vocals by Matt Spinner, a member of the John Lewis IT department and its music society.
2007: SHADOWS
The first John Lewis Christmas ad shows a group of people stacking a pile of potential gifts including a desktop lamp, a computer and a leather satchel in an empty room.
The finished product ends up creating a shadow that looks like a woman walking her dog through the snow.
It is accompanied by the tagline: 'Whoever you're looking for this Christmas.'
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