John Lewis Releases 2026 Christmas Ad Starring Kristin Scott Thomas and Toy Dog Pickles

Unbiased summary

John Lewis has released its 20th annual Christmas advert, titled 'Gloria and Pickles,' starring Kristin Scott Thomas as a grandmother who, with a toy dog named Pickles voiced by Paul Whitehouse, searches for the perfect gifts for her grandchildren. The ad features a Sam Fender cover of The Rolling Stones' 'You Can't Always Get What You Want' and promotes the tagline 'don't give up on giving.' John Lewis marketing director Rosie Hanley stated the retailer increased its festive ad spend due to rising production costs and to mark the 20th year, expressing confidence in a strong return on investment. The ad aims to be more joyful amid tough economic conditions for families, and Hanley noted Christmas-related spending at John Lewis is already up on last year.

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Coverage by outlet

The Guardian left

Angle Frames the ad as an upmarket, celebrity-driven production and situates it within a commercial and economic context, highlighting the retailer's increased spending despite household financial pressures.

Bias The Guardian emphasises the 'upmarket' and 'glamorous' nature of the ad and Kristin Scott Thomas's aristocratic roles, while also including details about increased ad spend, cost-of-living pressures, and the commercial strategy behind the campaign. It downplays the emotional or tearjerker elements of the ad, focusing instead on business rationale and product pricing. Its coverage remains largely factual but leans toward a critical consumer-affairs angle.

John Lewis Christmas ad stars Kristin Scott Thomas as glamorous granny on a gift hunt

The Mirror centre-left

Angle Frames the ad as a 'cost of living' Christmas campaign, emphasising the relatable dilemma of finding affordable presents and the ad's focus on recycled and budget-friendly gifts.

Bias The Mirror foregrounds the 'cost of living' angle, highlighting the 'Gran Cave' made from recycled items and presents under £100, and frames the ad as relatable to financially pressured families. It includes some factual details from John Lewis but omits the retailer's comments about increased ad spend and strong return on investment. Its coverage leans slightly toward a human-interest, budget-conscious perspective but remains closer to neutral than the right-leaning outlets.

First look at John Lewis' 'cost of living' Christmas advert 2026

Daily Mail right

Angle Presents the ad as a sentimental tearjerker aimed at older, middle-class shoppers and celebrates the festive tradition, with a nostalgic and emotionally indulgent tone.

Bias The Daily Mail emphasises the emotional impact ('tearjerker'), the affluent middle-class setting ('velvet sofa, plump cushions'), and nostalgia for older viewers. It omits any mention of the retailer's increased spending, cost-of-living context, or commercial strategy, focusing almost entirely on the ad's narrative and aesthetic. The coverage strays from neutral by adopting an effusive, personal voice and framing the ad as a quintessential festive ritual.

LAURA CRAIK: Dame Kristin Scott Thomas kicks off Christmas in a John Lewis tearjerker

The Sun right

Angle Treats the ad as a star-studded entertainment event and festive milestone, highlighting celebrity involvement and the soundtrack coup while downplaying any business or economic context.

Bias The Sun emphasises the celebrity cast (Kristin Scott Thomas, Paul Whitehouse, Sam Fender, Mick Jagger's endorsement) and the ad's entertainment value and production details. It omits any mention of the retailer's increased ad spend, cost-of-living pressures, or product pricing, instead focusing on the ad's 'magical' and 'star-studded' qualities. The coverage deviates from neutral by adopting a promotional, hype-driven tone and omitting the commercial and economic context included in other reports.

Hit or miss? The new John Lewis Christmas ad for 2026

John Lewis Christmas advert kicks off festive season with toy dog voiced by comedy legend & iconic Rolling Stones cover