John Lewis has defended its divisive Christmas advert, saying the campaign captures the “true spirit of Christmas” after critics accused it of depicting spoiled grandchildren whose affection is won only through costly gifts.
The department store’s latest festive campaign stars Dame Kristin Scott Thomas as a grandmother struggling to connect with her grandchildren. Critics have labelled it one of the retailer’s weakest adverts in years, claiming it rewards poor behaviour and encourages materialism.
In response to the backlash on X, John Lewis said the advert was designed to encourage people to choose thoughtful, personal presents rather than simply giving cash.
A spokesperson for the retailer wrote: “Gifting across generations can feel tricky, and it’s so tempting to just hand over an envelope of cash to play it safe.
“We hope Gloria’s story inspires everyone to trust their instincts and choose something personal this Christmas.”
The explanation did little to ease the criticism, with Piers Morgan among a number of well-known figures to attack the campaign.
John Lewis has responded to criticism of its Christmas advert, insisting that the controversial campaign reflects the “true spirit of Christmas”
The advert follows a middle-class grandmother, played by Dame Kristin Scott Thomas, as she searches for the ideal presents for her two grandchildren
The broadcaster posted: “It’s possibly the worst advert I’ve ever seen for anything. Would actively dissuade me from going to John Lewis – what on earth were they thinking?”
The three-minute film, titled Gloria and Pickles, centres on a wealthy grandmother, played by Dame Kristin, who struggles to bond with her grandchildren, Freddie and Maggie, when they visit her London home for Christmas.
When the children show little interest in her much-loved childhood toy dog, Gloria decides to give them money instead.
The wooden dog, voiced by comedian Paul Whitehouse, then comes to life and encourages her to make a greater effort, leading to a frantic last-minute shopping trip.
Gloria eventually turns her home office into a “Gran Cave”, complete with disco balls, lighting and music, and finally receives an affectionate hug from the children.
Former Olympic swimmer Sharron Davies was unconvinced, writing: “If my grand kids or kids behaved this way there would be zero Christmas presents coming. Luckily they don’t & never did.”
Location, Location, Location presenter Kirstie Allsopp also took issue with the children’s conduct, saying: “Not sure I’m such a fan, not giving Granny a hug is not a good start.”
She later added: “I am a huge JL fan, but this is not in my top 5 of their ads, despite having the wonderful KST in it. Bring back the dragon.”
John Lewis said on X that the advert was intended to encourage shoppers to choose more thoughtful Christmas gifts
The retailer’s response has not silenced the criticism, with Piers Morgan among the public figures to condemn the campaign
Actress Frances Barber was even harsher, calling the campaign “depressing, elder abuse & borderline racism”, while comedian Danny Baker described it as an “absolute cold hearted disaster”.
Former jewellery tycoon Gerald Ratner also accused John Lewis of moving away from the magic of its earlier Christmas campaigns to make a “social statement”.
Other viewers defended the advert, arguing that Gloria’s apparent wealth is central to its message: Christmas should be about “time and thought not money or material things”.
The advert is John Lewis’s 20th annual festive campaign. It features Sam Fender performing a cover of the Rolling Stones’ You Can’t Always Get What You Want, alongside the slogan “Don’t give up on giving”.
