The annual John Lewis Christmas advert has arrived, featuring Dame Kristin Scott Thomas and Paul Whitehouse, alongside a Sam Fender cover.
John Lewis unveils ‘Gloria and Pickles’ Christmas campaign
The highly anticipated John Lewis Christmas advert for 2026, titled ‘Gloria and Pickles’, has officially launched. This year’s campaign features Dame Kristin Scott Thomas and Paul Whitehouse, with a musical contribution from Sam Fender.
The three-minute advertisement tells the story of Gloria, played by Dame Kristin, who struggles to find engaging presents for her grandchildren. Her old wooden pull-along toy dog, Pickles, voiced by Paul Whitehouse, springs to life to challenge her approach to gift-giving.
The advert’s key figures and charitable links
The John Lewis Christmas advert marks its 20th edition this year. It features a cover of The Rolling Stones’ ‘You Can’t Always Get What You Want’ by Sam Fender, which has received approval from Sir Mick Jagger himself.
- Dame Kristin Scott Thomas portrays Gloria, while Paul Whitehouse voices Pickles, a vintage Fisher Price Little Snoopy toy.
- The campaign’s strapline is: “Don’t give up on giving.”
- All retailer profits from record sales of the song support Action for Children, aiding care-experienced young people.
- Sam Fender’s single is also available on 7-inch vinyl and CD, with all profits benefiting Teenage Cancer Trust.
- Featured products from the advert, such as a GBP12.99 Fisher-Price toy and GBP20 disco balls, are available for purchase.
The John Lewis Christmas advert tradition
The annual John Lewis Christmas advert has become a significant cultural event in the UK, often seen as the unofficial start of the festive season. Over two decades, these campaigns have evolved into a benchmark for emotional storytelling in advertising.
These adverts typically feature a poignant narrative, often accompanied by a stripped-back cover version of a well-known song. This formula has consistently generated widespread public discussion and anticipation each autumn.
Charity benefits from high-profile festive campaign
The campaign’s direct links to Action for Children and Teenage Cancer Trust mean that consumer engagement with the advert can translate into tangible support for young people. Purchases of Sam Fender’s single and associated merchandise will contribute to these charities.
Beyond direct donations, the advert’s high visibility provides a significant platform for these organisations. It raises awareness for their causes among a broad audience, potentially encouraging further public support and engagement.
Celebrity endorsements in festive advertising
The John Lewis advert’s use of Dame Kristin Scott Thomas and Paul Whitehouse, alongside Sam Fender, reflects a wider trend in advertising. Brands increasingly leverage well-known personalities to connect with audiences and lend credibility to their campaigns.
This strategy is evident in other major festive campaigns, such as the recent M&S Christmas advert featuring Dawn French and Jennifer Saunders. High-profile figures help cut through the noise of seasonal marketing, making adverts more memorable and shareable.
The advert shifts from tearjerker to playful message
This year’s John Lewis advert marks a notable departure from its traditional melancholic tone, opting instead for a more playful and direct message. The shift away from the classic ‘tearjerker’ formula to a more comedic and action-oriented narrative is a calculated risk.
While some viewers might miss the emotional gravitas of previous years, the ‘Don’t give up on giving’ strapline, delivered by a talking toy, offers a refreshing take on festive generosity. It challenges the notion that expensive gifts are always best, advocating for thoughtfulness and effort instead.
Public reaction and sales figures to track
The immediate public reaction to the advert will be a key indicator of its success, particularly on social media platforms. Initial sentiment will reveal whether the new, lighter tone resonates with the audience or if some prefer the more traditional emotional approach.
- Sales figures for the featured products and Sam Fender’s cover song will be closely watched.
- The impact on charitable donations for Action for Children and Teenage Cancer Trust will provide insight into the campaign’s broader societal contribution.
- Competitor Christmas advert launches will offer a comparative view of how ‘Gloria and Pickles’ performs in the crowded festive advertising landscape.
