John Lewis Debuts 20th Anniversary Christmas Ad Starring Kristin Scott Thomas
The retailer's 2026 holiday campaign features an intergenerational story and a cover song by Sam Fender.
Department store retailer John Lewis has released its milestone 20th annual holiday commercial, titled "Gloria and Pickles," aiming to inspire consumers to embrace thoughtful gifting. Created by the agency Saatchi & Saatchi and directed by BAFTA winner Lucy Forbes, the campaign centers on the relatable modern pressure of finding the ideal present during the festive season.
The three-minute film stars Oscar-nominated and BAFTA-winning actress Dame Kristin Scott Thomas as Gloria, a grandmother preparing her home for a family visit on Christmas Eve. When her visiting grandchildren, Freddie and Maggie, are underwhelmed by a vintage toy dog from her childhood collection named Pickles, Gloria resorts to placing cash in their holiday cards out of uncertainty over what they might actually desire.
The narrative takes a magical turn when Pickles—voiced by actor and comedian Paul Whitehouse—comes to life and admonishes Gloria for lacking effort, shouting that she can do better than money. The duo embarks on an impulsive TukTuk ride through London streets, leading to a sudden gifting epiphany outside a John Lewis store.
On Christmas morning, the grandchildren receive empty greeting cards containing only a single key rather than cash. Gloria leads them to her home office, which she has transformed into a wonderland dubbed the "Gran Cave," filled with sparkling lights, disco balls, and music inspired by their city adventure. The surprise ultimately bridges the generational gap and brings the family together.
Singer-songwriter Sam Fender provided the official soundtrack for the campaign by recording a cover of The Rolling Stones classic "You Can’t Always Get What You Want." Fender collaborated with students from his former school, the John Spence Community High School, and the Easington Colliery Band to rearrange the track's choir and brass sections. Physical copies of the single are available on CD and 7-inch vinyl, with all profits donated to the retailer's charity partner, Action for Children, to support young people growing up in care.
Reflecting on the role, Kristin Scott Thomas shared that she could not resist leading the iconic seasonal tradition, noting that Gloria represents many family members who simply want to forge lasting memories with younger generations. Marketing and loyalty director Rosie Hanley added that the storyline addresses a common dilemma for shoppers, stating that the core message is to encourage customers to restore their gift-giving confidence and rediscover the joy of choosing something truly personal.
The launch arrives alongside competing holiday marketing campaigns across the retail sector as companies seek to capture consumer attention during the busiest shopping period of the year. Other brands, such as Lidl and Asda, have also rolled out their own high-profile seasonal advertisements featuring musical numbers and celebrity partnerships.