JOHN LEWIS CHRISTMAS ADVERT 2026: DOES IT LIVE UP TO EXPECTATIONS?

THE STORY BEHIND THIS YEAR’S ADVERT

This year’s advert follows Gloria, played by Dame Kristin Scott Thomas, as she struggles to find the right Christmas presents for her grandchildren.

When she resorts to putting money in their Christmas cards, her childhood toy dog, Pickles, comes to life and takes her on a journey to rediscover the joy of giving.

Voiced by Paul Whitehouse, Pickles brings humour and nostalgia to a story centred on the pressure of finding the perfect present.

Set to Sam Fender’s cover of The Rolling Stones’ ‘You Can’t Always Get What You Want’, the campaign ends with Gloria transforming her home office into a colourful ‘Gran Cave’ for her grandchildren. It’s a charming concept, built around a familiar Christmas dilemma, with the message ‘Don’t give up on giving’ at its heart.

WHAT WORKS, AND WHAT DOESN’T?

There are plenty of things to like about this year’s advert. The pairing of Kristin Scott Thomas and Paul Whitehouse gives the story a good balance of warmth and humour, while Pickles provides a distinctive character that helps it stand apart from more conventional Christmas campaigns.

The soundtrack is another strong choice. Sam Fender’s interpretation brings a different energy to a familiar song, with the children’s choir and brass arrangement adding to the festive atmosphere.

Visually, it’s exactly the sort of polished production you’d expect from John Lewis, with the colourful Gran Cave providing a fun ending.

However, it’s fair to say the advert hasn’t landed with everyone in quite the same way. Just take the opinions from some of the EDGE team.

Sophie: “I don’t think it had the same emotional impact as some of John Lewis’s previous adverts. It just didn’t really resonate with me, and I felt some elements were a bit out of touch with what’s going on in the world at the moment.”

Chloe: “I think they’ve taken a different approach this year. Rather than going down the more whimsical route, like they did with the dragon in the 2019 Christmas advert, they’ve focused more on giving the story a moral message.”

Sean: “I think the message is something we can all relate to. We’ve all struggled to find the right present for someone, but I don’t think the advert quite creates the emotional connection to make it really stick with you.”

Louise: “It hits home for me, but for different reasons.”

While the message clearly resonates with some, others might miss the escapism, emotional storytelling, and unexpected creative ideas that have made previous campaigns so memorable.

THE INGREDIENTS BEHIND THE GREATEST CHRISTMAS ADS

Part of the appeal of John Lewis’s Christmas advertising is that people have come to expect something more than a conventional retail campaign. Rather than simply showcasing products or promoting seasonal offers, its adverts tend to put storytelling at the centre.

It’s a tactic that has helped create some genuinely memorable campaigns over the years. From Monty the Penguin to The Long Wait and The Bear and the Hare, the retailer has demonstrated how a relatively simple idea can become something audiences associate with Christmas itself.

Of course, not every Christmas advert needs to make people reach for the tissues. Humour, nostalgia, surprise, and a recognisable soundtrack can all be just as effective when they come together around a strong creative idea.

What matters is that the advert gives people a reason to watch, remember, and connect with the brand. That balance between entertainment and brand relevance is what separates an enjoyable seasonal campaign from the best Christmas advertising.

John Lewis has an advantage here. Its Christmas campaigns are now an established part of its brand identity, meaning each new release arrives with an audience already invested in what it might deliver. That’s a position few retailers can replicate, and one that brings its own creative pressure.

SO, IS IT A CHRISTMAS CLASSIC?

This year’s John Lewis advert might not reinvent the formula, but it doesn’t necessarily need to. It offers a likeable story, well-known characters, and a message that feels appropriate for the season.

It’s a simple message, but one that feels particularly relevant at Christmas, when the pressure to find the perfect present can sometimes take away from the enjoyment of giving. Whether it earns a place alongside the greatest Christmas ads is something only time will tell.