By Sohaib Shams
John Lewis's latest Christmas advertisement has divided viewers, with critics accusing its luxurious setting of being out of touch during the cost-of-living crisis.
Ad Features Wealthy Grandmother Played by Dame Kristin Scott Thomas
The ad opens with a glamorous grandmother named Gloria, played by Dame Kristin Scott Thomas, welcoming her family into a large London home on Christmas Eve before going shopping with her toy dog, Pickles.
Analysts Note Lack of Emotional Punch
Analysts at Kantar said the ad reminded consumers of the joy of the festive season but lacked the emotive punch of previous campaigns. Lynne Deason, head of creative excellence at Kantar, noted the humor from Pickles the dog and the music lifted the ad, though branding could have been stronger.
Viewers and Mumsnet Users Call Ad Tone-Deaf
Writing for The Independent, Katie Rosseinsky described the ad as "tone deaf," questioning the lack of concession to financial pressures facing most households. Parenting website Mumsnet saw widespread irritation at the portrayal of two "awful" grandchildren who appear disappointed not to receive cash in Christmas cards, with users calling them rude and ungrateful.
Some Positive Reaction to Casting
Despite the backlash, some positive reaction emerged, including a Mumsnet comment praising Scott Thomas's appearance and expressing interest in any skincare products she uses sold by John Lewis.
