By Islam El-Sakka
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. The ad opens with a glamorous grandmother, Gloria, welcoming her family into a large, well-appointed London home on Christmas Eve before going shopping with her toy dog, Pickles.
Ad Features Wealthy Grandmother Played by Dame Kristin Scott Thomas
Dame Kristin Scott Thomas portrays Gloria, a wealthy grandmother whose opulent lifestyle is central to the commercial. The casting has drawn both praise for its star power and criticism for its disconnect from the financial pressures facing many households.
Analysts Note Lack of Emotional Punch
Analysts at Kantar said the ad reminded consumers of the "joy" of the festive season but suggested it lacked the "emotive punch" of previous campaigns. Lynne Deason, head of creative excellence at Kantar, noted that while humor from Pickles the dog and the music lift the ad, the branding could have been stronger.
Mumsnet Users Call Grandchildren 'Spoilt' and 'Rude'
Parenting website Mumsnet was nearly united in irritation at Gloria's two grandchildren, who appear visibly disappointed at not receiving cash in their Christmas cards. Members described the children as "absolute brats" and "awful," with one commenter stating they would not give such children any presents. Another remarked that the grandmother goes to extreme lengths to buy their affection.
Some Positive Reaction to Actress's Appearance
Amid the criticism, one Mumsnet user praised Dame Kristin Scott Thomas's skin and expressed interest in buying any skincare products she uses that are sold at John Lewis.
