John Lewis Launches 20th Anniversary Christmas Campaign
John Lewis released its 2026 Christmas advert featuring Kristin Scott Thomas to promote thoughtful gifting over cash amid cost-of-living pressures.
The John Lewis Partnership launched its 20th annual Christmas advertising campaign on November 3, featuring a three-minute film titled 'Gloria and Pickles.' Directed by Lucy Forbes and developed by Saatchi & Saatchi, the advert stars Dame Kristin Scott Thomas as a grandmother who creates a festive 'Gran Cave' for her grandchildren. Encouraged by a vintage pull-along toy named Pickles, voiced by Paul Whitehouse, the protagonist chooses to provide meaningful experiences rather than cash gifts.
The campaign features a cover of The Rolling Stones' 'You Can’t Always Get What You Want' performed by Sam Fender, the Easington Colliery Band, and students from John Spence Community High School. Profits from the physical editions of the soundtrack will be donated to Action for Children and the Teenage Cancer Trust. Marketing & Loyalty Director Rosie Hanley stated that the campaign aims to restore confidence in gift-giving during a period of economic pressure.
The launch occurred alongside competing festive campaigns from Asda and Lidl. While John Lewis focused on emotional value and thoughtful gifting, Asda emphasized affordability and Lidl released a high-energy campaign centered on bulk shopping. Public reaction to the John Lewis film has been mixed, with some viewers praising the sentiment while others felt the execution missed the mark.
