John Lewis has tapped actress Kristin Scott Thomas for its 20th annual Christmas campaign, delivering a sophisticated yet whimsical look at holiday gift-giving. Known for her portrayals of upper-crust characters in projects likeSlow HorsesandFour Weddings and a FuneralScott Thomas stars as Gloria, a grandmother on a mission to find the perfect presents.
The three-minute commercial, created by the agency Saatchi & Saatchi, introduces Pickles, a talking toy dog voiced by comedian Paul Whitehouse. Pickles serves as the emotional engine of the story, nudging Gloria to reject the easy path of giving cash to her grandchildren, Freddie and Maggie, and instead push herself to “do better than cash.” Created by the Saatchi & Saatchi agency, returns to a formula of using a cute character – such as Monty the penguin in 2014 and Buster the boxer in 2016 – after two years foregrounding other family relati, this year’s ad. Company tugs at heartstrings with Pickles the talking toy dog as it celebrates 20 years of blockbuster festive ads.
The narrative follows Gloria on a magical tuk-tuk journey that leads her to a John Lewis store. There, she purchases items like fairy lights and disco balls to construct a “gran cave,” a special space for bonding with her grandchildren. The campaign is underscored by a cover of the Rolling Stones’ “You Can’t Always Get What You Want,” performed by Sam Fender. The track, which features the Easington Colliery Band and the John Spence community high school choir, will be released on vinyl, with proceeds supporting the charity Action For Children. The ad, set to a Sam Fender version of the Rolling Stones song You Can’t Always Get What You Want, features a range of John Lewis products in different price brackets, including the £12.99 Fisher-Price pull-along toy dog. The ad, set to a Sam Fender version of the Rolling Stones song You Can’t Always Get What You Want, features a range of John Lewis products in different price brackets, including the £12.99 Fisher-Price pull-along toy dog and a £255 Weekend Max Mara top and matching £290 skirt worn by Gloria.
Marketing director Rosie Hanley explained that the retailer opted to “push the boat out” for this milestone anniversary, despite rising production costs. She noted the company is confident in achieving a strong return on investment, particularly as it aims to capture shopper interest ahead of the Black Friday period. Research commissioned by the brand found that 52% of grandparents often resort to giving cash because they feel uncertain about what to buy, a trend the ad attempts to address with the theme: “don’t give up on giving.” According to however, she, The company was confident it would see “a really strong return on our investment” as it tries to grab shoppers’ attention before the Black Friday discount period later this month.
Beyond the sentiment, the commercial showcases a variety of retail goods, including the Fisher-Price “Little Snoopy” pull-along toy—which inspired the character of Pickles and is celebrating its 60th anniversary—alongside premium apparel worn by Gloria. Hanley emphasized that the brand aimed for a more joyful tone this year, acknowledging the current financial challenges many families are facing. Notably, internal data shows that spending on festive items at John Lewis is already trending higher than last year. John Lewis has turned to a celebrity best known for playing aristocrats to put a playful but rather upmarket spin on the countdown to Christmas with this year’s festive ad, which features a toy dog called Pickles and a glamorous granny. Last year’s ad included the 1990s club classic Where Love Lives by Alison Limerick.
The launch represents a significant moment in the British retail calendar. The full ad will debut on social media platforms including TikTok, Instagram, and Facebook on Tuesday morning, with a 60-second cut airing that evening during high-profile programs such as ITV’sCoronation Streetand Channel 4’sThe Great British Bake Off.
The campaign comes as the wider advertising industry projects a massive festive spend, with total UK expenditure expected to reach £14 billion, an 8.2% increase year-on-year. While television spending is projected to grow by 1.6%, the bulk of this growth is driven by an 18.5% surge in social media advertising. This shift reflects the evolving nature of the Christmas ad, which has become a national cultural event since the retailer first launched its big-budget festive spots in 2007. The first big-budget John Lewis festive TV ad launched in 2007, soundtracked by a piece of music by Prokofiev, now considered a national moment which invites social media comment and skits.
Additionally, the store is enhancing its physical presence in London by installing a massive Christmas tree outside its Oxford Street location, celebrating the recent pedestrianisation of the area. Footfall in the store has already climbed by more than 20% compared to the same period in the previous year, signaling a positive start to the peak trading season.
