John Lewis has unveiled its 2026 Christmas advertising campaign, returning to the emotional storytelling that has helped make its festive adverts one of Britain’s most recognisable retail traditions. This year’s film, titled Gloria and Pickles, carries a simple message: “Don’t give up on giving”.
The three-minute production marks the 20th edition of the retailer’s celebrated Christmas advertising series and arrives at a time when retailers are competing for consumers’ attention and spending during one of the most important trading periods of the year.
Starring Dame Kristin Scott Thomas as Gloria, alongside comedian and actor Paul Whitehouse, who provides the voice of Pickles the dog, the story explores the relationship between grandparents and grandchildren and the difficulty some people experience when choosing the right Christmas present.
A story about the value of thoughtful gifting
The advert follows Gloria as she prepares to welcome her family for Christmas. Worried that she no longer understands what her grandchildren really want, she considers putting cash into their Christmas cards rather than risking choosing the wrong presents.
Her childhood toy, Pickles, comes unexpectedly to life and challenges her decision. What follows is a last-minute adventure through London, ending with Gloria finding inspiration at John Lewis.
On Christmas morning, the children discover that their grandmother has transformed her home office into a spectacular ‘Gran Cave’, complete with lights, disco balls and music. Rather than receiving money, they are given an experience created especially for them.
The campaign, developed by Saatchi & Saatchi and directed by BAFTA-winning Lucy Forbes, puts personal gifting and the emotional connection between generations at the heart of the retailer’s Christmas message.
Sam Fender provides the soundtrack
The music is another major feature of the campaign. British singer-songwriter Sam Fender has recorded a new version of The Rolling Stones’ You Can’t Always Get What You Want, accompanied by a children’s choir from his former school, John Spence Community High School, and a brass section performed by Easington Colliery Band.
Physical editions of the recording will be released on CD and 7-inch vinyl. John Lewis will donate its profits from these sales to Action for Children, its charity partner supporting young people who have grown up in care.
John Lewis looks to strengthen its Christmas appeal
For John Lewis, the campaign is more than a seasonal advertising exercise. Gift selection remains central to department store retailing, particularly as shoppers navigate a crowded market of online marketplaces, specialist retailers and supermarket gift ranges.
Rosie Hanley, Marketing & Loyalty Director at John Lewis, says the campaign aims to restore confidence in gift-giving and encourage customers to rediscover the pleasure of selecting something meaningful.
The timing is also significant for the wider UK retail market. With Asda unveiling its own Christmas campaign on the same day, the contrast between the two retailers is striking. John Lewis focuses on the emotional value of giving, while Asda places affordability and the ability to enjoy Christmas for less at the centre of its message.
Both campaigns reflect the different ways retailers are attempting to win consumer attention ahead of the festive trading season. For John Lewis, the challenge is to turn the emotional connection created by its advertising into visits, gift purchases and stronger Christmas sales.