John Lewis has responded to criticism of its latest Christmas advertisement, asserting that the campaign embodies the "true spirit of Christmas" despite accusations of promoting materialism and depicting spoiled children.
The department store's festive offering, which stars Dame Kristin Scott Thomas as a grandmother struggling to connect with her grandchildren, has drawn criticism, with some labeling it one of the brand's weakest recent campaigns. Detractors suggest the advert rewards negative behavior and encourages excessive spending.
Responding to the backlash on social media platform X, John Lewis stated that the advert was intended to encourage shoppers to put more consideration into their gift choices rather than simply giving cash. A spokesperson for the retailer explained, "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 back their instincts and choose something personal this Christmas."
However, this explanation has not appeased numerous public figures. Broadcaster Piers Morgan described the advert as "possibly the worst advert I've ever seen for anything" and stated it would "actively dissuade me from going to John Lewis."
The three-minute film, titled "Gloria and Pickles," depicts a grandmother trying to find suitable presents for her grandchildren. After they show little interest in her cherished toy dog, she considers giving them cash. The dog, voiced by comedian Paul Whitehouse, then comes to life, encouraging her to make a greater effort. This leads to a last-minute shopping spree where she transforms her home office into a "Gran Cave," which finally earns her an affectionate hug from the children.
Others sharing their disapproval include former Olympic swimmer Sharron Davies, who commented, "If my grand kids or kids behaved this way there would be zero Christmas presents coming." Presenter Kirstie Allsopp noted, "Not sure I'm such a fan, not giving Granny a hug is not a good start." Broadcaster Dan Walker observed that the advert appeared to show "some ungrateful children, ignoring their gran until she spends loads of money on jazzing up a room to keep them happy."
Actress Frances Barber was particularly critical, calling the campaign "depressing, elder abuse & borderline racism." Comedian Danny Baker labeled it an "absolute cold hearted disaster." Former jewellery tycoon Gerald Ratner suggested the retailer had moved away from the "magic" of past campaigns to make a "social statement."
Conversely, some defended the advert, arguing that Gloria's apparent wealth was integral to the message that Christmas should prioritize "time and thought not money or material things."
The advertisement, which is John Lewis's 20th annual festive campaign, features a cover of The Rolling Stones' "You Can't Always Get What You Want" by Sam Fender and carries the slogan "Don't give up on giving."