John Lewis has come under fire following the release of its highly anticipated 2026 Christmas advert, with viewers taking to social media to criticise its portrayal of family life, wealthy households and seemingly ungrateful children.

The three-minute festive campaign, released on November 3, stars Oscar-nominated actress Dame Kristin Scott Thomas as Gloria, a glamorous grandmother preparing to welcome her family for Christmas.

The advert follows Gloria as she struggles to find the perfect presents for her grandchildren. After initially considering giving them money, she is encouraged by Pickles, a talking pull-along dog voiced by comedian Paul Whitehouse, to find something more meaningful. The pair embark on a festive shopping adventure before Gloria eventually surprises her grandchildren with the key to a magical 'Gran Cave', filled with decorations, music and entertainment.

However, despite the campaign's festive message, it has attracted criticism from viewers who have questioned its portrayal of family relationships and Christmas spending.

One of the biggest talking points has been the behaviour of Gloria's grandchildren, who appear disappointed when they discover their Christmas cards do not contain money. Several viewers have criticised the children's reactions, with some describing them as spoilt, entitled and disrespectful towards their grandmother.

Parenting forum Mumsnet also became a platform for the backlash, with users questioning why Gloria goes to such lengths to impress grandchildren who appear unappreciative of her efforts.

Broadcaster Piers Morgan also weighed in, describing the campaign as:

'possibly the worst advert I've ever seen for anything'.

Presenter Kirstie Allsopp similarly questioned the family dynamic, commenting that the grandchildren not giving their grandmother a hug was 'not a good start'.

‍

The advert has also faced criticism over its portrayal of wealth, with some viewers arguing that its luxurious setting fails to reflect the financial pressures facing many British households. With the cost of living continuing to affect families, critics have questioned whether a campaign centred around an extravagant Christmas celebration is relatable to ordinary shoppers.

Others have described the advert as overly middle-class, arguing that its glamorous grandmother and lavish surroundings do little to reflect the reality of Christmas for households struggling to afford presents and festive celebrations.

‍

‍

Despite the backlash, the advert has also received praise from viewers who have enjoyed its nostalgic storyline, humour and star-studded casting.

Dame Kristin Scott Thomas's performance has been highlighted as one of the campaign's strongest elements, while Pickles the dog has provided some light-hearted entertainment. Marketing analysts at Kantar also praised the advert for capturing the joy of giving, although they suggested it lacked the emotional impact associated with some of John Lewis's previous Christmas campaigns.

With the annual John Lewis advert traditionally marking the beginning of the festive season for many shoppers, this year's campaign has certainly got people talking — but whether the controversy will affect its reception remains to be seen.