John Lewis Christmas Advert Stars Kristin Scott Thomas and Sam Fender

The 20th John Lewis Christmas advert launches on November 3, featuring Dame Kristin Scott Thomas and a musical cover by Sam Fender.

Rosie Hanley, marketing and loyalty director at John Lewis, stated the milestone 20th edition aimed to feel extra special. The advert arrives amid the UK's ongoing cost of living crisis, adding resonance to its narrative themes.

Sam Fender reimagines Rolling Stones classic

Sam Fender provides the soundtrack with a cover of The Rolling Stones' 'You Can't Always Get What You Want'. He arranged a brass section with the Easington Colliery Band and re-recorded the children’s choir with pupils from John Spence Community High School. Fender described the project as a privilege.

Mick Jagger commented he was pleased to hear Fender was covering one of his songs and said he did a great job. Proceeds from this track and Fender's 'Winter Song' will benefit the Teenage Cancer Trust and Action for Children.

Kristin Scott Thomas stars as grandmother Gloria

Dame Kristin Scott Thomas plays grandmother Gloria, who lives alone in an enormous London home. The story begins on Christmas Eve as she hosts her family. Her grandchildren sprint past her to use the toilet, which fills her with fury. She initially gives each grandchild £30 in cash as a gift.

Her childhood pull-along wooden dog toy, named Pickles and voiced by Paul Whitehouse, then comes to life. The sentient toy challenges her to find better gifts than cash and takes her on a magical tour of the city. Their journey passes seasonal pop-ups, fast fashion outlets, and a Scandi designhaus.

Gloria presents her grandchildren with an ornate gold key. It unlocks her study, which she has transformed into a festive 'Gran Cave' decorated with ribbon, tinsel, fairy lights, disco balls, and a turntable. Scott Thomas said she could not resist the role, adding that Gloria represents so many parents and grandparents who want nothing more than to create lasting memories with the younger generation.

Charitable partnerships and critical reception

The campaign's tagline is 'Don't give up on giving'. Its narrative, focusing on a woman's shopping journey, marks a contrast with previous adverts built on emotional storytelling about topics like lonely penguins or mortality. Some interpretations describe the plot as a nightmarish allegory for the age of AI, with Pickles portrayed as a chatbot equivalent that outsources Gloria's cognition.

Viewer reactions were mixed. One called it their favourite John Lewis ad in a while, stating they wanted to cry for Pickles. Another described it as another cracker. Other viewers criticized the advert as woke and ubiquitous DEI slop. Some said it felt middle class and criticized it for not directly addressing the cost of living crisis.

The behind-the-scenes video shows Pickles being interviewed in a casting chair and causing havoc in the studio.