John Lewis has defended its controversial Christmas advert after facing criticism from celebrities and viewers who accused the retailer of promoting materialism and rewarding badly behaved children.
The department store said its latest festive campaign celebrates the true spirit of Christmas, explaining that its message is about choosing thoughtful, personal gifts rather than relying on cash to satisfy family members.
The advert, which stars Dame Kristin Scott Thomas as a grandmother struggling to connect with her grandchildren, has attracted criticism over its portrayal of the children’s behaviour and the grandmother’s efforts to win their affection through expensive presents.
John Lewis Explains the Message Behind Its Christmas Campaign
Responding to complaints on X, John Lewis said the advert was designed to highlight the challenges people face when buying Christmas presents for relatives from different generations.
A spokesperson for the retailer explained that giving cash could seem like the easiest option when choosing presents for family members, but encouraged shoppers to put more consideration into their decisions.
The statement read: “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, the explanation did little to settle the criticism, with several well-known personalities continuing to question the campaign.
Piers Morgan Condemns the Three-Minute Advert
Broadcaster Piers Morgan was among the most outspoken critics, describing the campaign as one of the worst advertisements he had seen.
He wrote: “It’s possibly the worst advert I’ve ever seen for anything. Would actively dissuade me from going to John Lewis – what on earth were they thinking?”
The three-minute film, titled Gloria and Pickles, follows a wealthy grandmother, Gloria, played by Dame Kristin Scott Thomas, as she prepares to welcome her grandchildren, Freddie and Maggie, to her London home for Christmas.
Despite her efforts to find the right presents, the children show little interest in connecting with her or appreciating her treasured childhood toy dog.
Grandmother Transforms Her Home to Win Grandchildren’s Affection
As the story unfolds, Gloria considers giving Freddie and Maggie money instead of traditional presents.
However, her wooden toy dog, Pickles, unexpectedly comes to life.
Voiced by comedian Paul Whitehouse, the character encourages Gloria to make a greater effort to connect with the children.
She subsequently embarks on a last-minute shopping trip before transforming her home office into what becomes known as a ‘Gran Cave’.
The room is decorated with disco balls, lights and music in an attempt to create an environment the grandchildren will enjoy.
The transformation eventually succeeds, with Freddie and Maggie responding by giving their grandmother an affectionate hug.
Sharron Davies and Kirstie Allsopp Question Children’s Behaviour
Former Olympic swimmer Sharron Davies also criticised the advert, focusing on the grandchildren’s apparent lack of affection towards Gloria.
She wrote: “If my grand kids or kids behaved this way there would be zero Christmas presents coming. Luckily they don’t & never did.”
Television presenter Kirstie Allsopp, known for Location, Location, Location, similarly questioned the children’s behaviour, particularly their reluctance to hug their grandmother.
She commented: “Not sure I’m such a fan, not giving Granny a hug is not a good start.”
Allsopp later clarified that although she remained a supporter of John Lewis, the latest campaign was not among her five favourite Christmas adverts from the retailer.
She wrote: “I am a huge JL fan, but this is not in my top 5 of their ads, despite having the wonderful KST in it. Bring back the dragon.”
Frances Barber and Danny Baker Join Criticism
Actress Frances Barber delivered a particularly strong assessment of the campaign, describing it as “depressing, elder abuse & borderline racism”.
Comedian Danny Baker also criticised the advert, branding it an “absolute cold hearted disaster”.
Former jewellery tycoon Gerald Ratner joined the critics, accusing John Lewis of moving away from the distinctive appeal of its previous Christmas campaigns in favour of making what he described as a social statement.
Supporters Defend the Advert’s Christmas Message
Despite the backlash, some viewers have defended the campaign, arguing that the grandmother’s wealth is central to the story’s message.
Supporters said Gloria’s experience demonstrates that Christmas should be about the time and thought invested in choosing presents rather than the amount of money spent on them or the material value of the gifts.
The campaign marks John Lewis’s 20th annual Christmas advertising production.
It features a cover of the Rolling Stones’ song You Can’t Always Get What You Want, performed by Sam Fender, and carries the slogan: “Don’t give up on giving.”
