By Basant El-Faramawy
The John Lewis Christmas advertisement for 2026 has sparked polarized reactions, with viewers praising its nostalgic all-star cast while others criticize the portrayal of "ungrateful" grandchildren and a perceived lack of emotional depth compared to previous campaigns.
Analysts Note Lack of Emotional Punch
Analysts at Kantar said the ad reminds consumers of the joy of giving but suggested it lacks the "emotive punch" of past years. Lynne Deason, head of creative excellence at Kantar, noted the humor from Pickles the Dog and the catchy soundtrack lift the spot, though branding could be stronger. She added that Dame Kristin Scott Thomas's performance as grandmother Gloria is well executed.
Mumsnet Users Criticize Grandchildren's Behavior
Parenting website Mumsnet saw near-unanimous irritation at Gloria's two grandchildren, who appear disappointed not to receive cash in their Christmas cards. One user called them "absolute brats" who disrespect their grandmother, while another said the ad failed to feel Christmassy. A further comment joked that Gloria should have sponsored a donkey in their names instead.
Positive Notes on Kristin Scott Thomas
Amid the criticism, some viewers highlighted the actress's appearance, with one Mumsnet poster remarking on her skin and expressing interest in any products she uses sold by John Lewis.
