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CultureQuiet 8d · day 9

John Lewis launches 2026 Christmas ad with Kristin Scott Thomas and talking dog Pickles

The department store's 20th festive campaign features the actress as a grandmother on a gift hunt, with Sam Fender's Rolling Stones cover.

newest coverage 8d agosummary written 8d ago17 pieces NewswiresGoogle NewsMastodon

What to know

  • John Lewis's 20th annual Christmas ad stars Kristin Scott Thomas as grandmother Gloria, joined by talking toy dog Pickles, designed to encourage thoughtful gift-giving beyond cash.
  • The campaign features a Sam Fender cover of The Rolling Stones' "You Can't Always Get What You Want," with proceeds benefiting Teenage Cancer Trust and Action for Children.
  • John Lewis increased ad spending this year to "push the boat out" for the milestone campaign, confident of strong ROI despite economic pressures on households.

“Working alongside Pickles to create the 'Gran Cave' was an absolute joy, and I hope the ad brings a big smile to families across the UK this Christmas.”

Kristin Scott Thomas, Lead actress · Evening Standard ↗

Kristin Scott Thomas Lead actressPaul WhitehousePaul Whitehouse Voice actorSam Fender MusicianRosie Hanley John Lewis marketing directorJohn LewisJohn Lewis Department storeSaatchi & Saatchi Advertising agency

John Lewis launches 2026 Christmas ad with Kristin Scott Thomas and talking dog Pickles
Guardian Media

How it unfolded 2 developments, newest first · click a bar or a number to jump articles

Peak 8 pieces in two hours at Nov 3, 12 AM; 17 pieces over 9 days (16 articles · 1 post) Nov 2, 6 PM — 7 pieces · 7 articles — Google News 4, Newswires 3Nov 2, 8 PM — quietNov 2, 10 PM — quietNov 3, 12 AM — 8 pieces · 7 articles · 1 post — Google News 6, Mastodon 1, Newswires 1Nov 3, 2 AM — quietNov 3, 4 AM — quietNov 3, 6 AM — quietNov 3, 8 AM — quietNov 3, 10 AM — 2 pieces · 2 articles — Google News 2Nov 3, 12 PM — quietNov 3, 2 PM — quietNov 3, 4 PM — quietNov 3, 6 PM — quietNov 3, 8 PM — quietNov 3, 10 PM — quietNov 4, 12 AM — quietNov 4, 2 AM — quietNov 4, 4 AM — quietNov 4, 6 AM — quietNov 4, 8 AM — quietNov 4, 10 AM — quietNov 4, 12 PM — quietNov 4, 2 PM — quietNov 4, 4 PM — quietNov 4, 6 PM — quietNov 4, 8 PM — quietNov 4, 10 PM — quietNov 5, 12 AM — quietNov 5, 2 AM — quietNov 5, 4 AM — quietNov 5, 6 AM — quietNov 5, 8 AM — quietNov 5, 10 AM — quietNov 5, 12 PM — quietNov 5, 2 PM — quietNov 5, 4 PM — quietNov 5, 6 PM — quietNov 5, 8 PM — quietNov 5, 10 PM — quietNov 6, 12 AM — quietNov 6, 2 AM — quietNov 6, 4 AM — quietNov 6, 6 AM — quietNov 6, 8 AM — quietNov 6, 10 AM — quietNov 6, 12 PM — quietNov 6, 2 PM — quietNov 6, 4 PM — quietNov 6, 6 PM — quietNov 6, 8 PM — quietNov 6, 10 PM — quietNov 7, 12 AM — quietNov 7, 2 AM — quietNov 7, 4 AM — quietNov 7, 6 AM — quietNov 7, 8 AM — quietNov 7, 10 AM — quietNov 7, 12 PM — quietNov 7, 2 PM — quietNov 7, 4 PM — quietNov 7, 6 PM — quietNov 7, 8 PM — quietNov 7, 10 PM — quietNov 8, 12 AM — quietNov 8, 2 AM — quietNov 8, 4 AM — quietNov 8, 6 AM — quietNov 8, 8 AM — quietNov 8, 10 AM — quietNov 8, 12 PM — quietNov 8, 2 PM — quietNov 8, 4 PM — quietNov 8, 6 PM — quietNov 8, 8 PM — quietNov 8, 10 PM — quietNov 9, 12 AM — quietNov 9, 2 AM — quietNov 9, 4 AM — quietNov 9, 6 AM — quietNov 9, 8 AM — quietNov 9, 10 AM — quietNov 9, 12 PM — quietNov 9, 2 PM — quietNov 9, 4 PM — quietNov 9, 6 PM — quietNov 9, 8 PM — quietNov 9, 10 PM — quietYesterday, 12 AM — quietYesterday, 2 AM — quietYesterday, 4 AM — quietYesterday, 6 AM — quietYesterday, 8 AM — quietYesterday, 10 AM — quietYesterday, 12 PM — quietYesterday, 2 PM — quietYesterday, 4 PM — quietYesterday, 6 PM — quietYesterday, 8 PM — quietYesterday, 10 PM — quietToday, 12 AM — quietToday, 2 AM — quietToday, 4 AM — quietToday, 6 AM — quietToday, 8 AM — quietToday, 10 AM — quietToday, 12 PM — quietToday, 2 PM — quietToday, 4 PM — quietToday, 6 PM — quiet 12
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  1. background

    Ad inspired by research showing 52% of grandparents default to cash gifts — The campaign was developed based on research revealing that 52% of grandparents give cash as presents because they lack confidence in other choices. The ad uses the grandmother-grandchild relationship with a cute character, returning to a formula used in previous years with characters like Monty the penguin and Buster the boxer.

  2. background

    John Lewis increased ad spend for milestone 20th campaign — Marketing director Rosie Hanley said John Lewis increased spending on this year's festive ad because production costs had risen and the company wanted to "push the boat out" for its 20th year. She noted the company was confident in a strong return on investment before the Black Friday period.

  3. 2

    Ad features Sam Fender cover of Rolling Stones classic with charity partnership

    The advertisement is set to Sam Fender's cover of "You Can't Always Get What You Want" by The Rolling Stones. Proceeds from the single's sale, backed with Fender's 2020 cover of "Winter Song," will benefit the Teenage Cancer Trust and Action for Children, John Lewis's Building Happier Futures programme partner.

    “In the spirit of Christmas, we re-recorded the children's choir with the kids from my old school, John Spence Community High School, and we arranged a brass section with the Easington Colliery Band.”
    — Sam Fender
    1. 6 outlets Kristin Scott Thomas steals the show in John Lewis' new Christmas ad with surprise comedian cameo

      first by Evening Standard, 9d ago · also The Independent, Campaign UK, The Guardian, Guardian Media, The Sun

      4 more headlines
  4. 1

    John Lewis launches 2026 Christmas ad starring Kristin Scott Thomas

    John Lewis released its 20th annual Christmas advertisement, featuring actress Kristin Scott Thomas as Gloria, a grandmother seeking gift inspiration for her grandchildren. The ad features Pickles, a talking toy dog voiced by comedian Paul Whitehouse, who challenges Gloria to find better gifts than cash.

    “I simply couldn't resist the opportunity to lead a John Lewis Christmas advert - it's such a cherished part of the festive season.”
    — Kristin Scott Thomas

    1. 6 outlets first by Adweek, 8d ago · also The Independent, The Drum, The Guardian, Marketing Week, London Evening Standard · read ↗