John Lewis Christmas ad released
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The gist
John Lewis released its 20th Christmas advert, "Gloria and Pickles", starring Dame Kristin Scott Thomas as a grandmother.
The UK retailer's annual ad is a festive staple built on grandparent-grandchild bonds.
Background
John Lewis is a British retailer whose Christmas advert has become a highly anticipated fixture of the UK festive season; 2026 marks the 20th edition. This year's three-minute film, "Gloria and Pickles", was created by agency Saatchi & Saatchi and follows Gloria, a grandmother played by Oscar-nominated, BAFTA-winning actress Dame Kristin Scott Thomas, struggling to connect with her grandchildren. Her childhood wooden toy dog Pickles, voiced by TV figure Paul Whitehouse, is central to the story, and singer-songwriter Sam Fender provides a cover of The Rolling Stones' "You Can't Always Get What You Want". The campaign sits alongside a wider all-year gifting push from John Lewis and Saatchi & Saatchi, including a Gift List vodcast with Angela Scanlon and a newly opened Box Studio in the flagship Oxford Street store.
How it unfolded
- Nov 3, 2026John Lewis unveils "Gloria and Pickles", its 20th Christmas advert, created by Saatchi & Saatchi.
- Nov 3, 2026The three-minute advert launches, following Gloria (Dame Kristin Scott Thomas) and her childhood toy dog Pickles, voiced by Paul Whitehouse.
- Nov 3, 2026Sam Fender's cover of The Rolling Stones' "You Can't Always Get What You Want" is released as the soundtrack, his first new music since "Rein Me In".
- Nov 3, 2026John Lewis also releases a behind-the-scenes video showing Pickles being interviewed in a casting chair and causing havoc in the studio.
Who’s saying what
- Official
- Marketing & Loyalty Director Rosie Hanley said the ad is a beloved tradition but for its 20th edition they wanted it to feel extra special, with the message "Don't give up on giving" and the hope of restoring the nation's gift-giving confidence.
- Expert
- Kristin Scott Thomas said she couldn't resist leading a John Lewis Christmas advert and that Gloria represents parents and grandparents who want to create lasting memories with the younger generation.
Still unverified
One social media post claims this year's campaign was inspired by the kindness shown throughout the Covid pandemic.