John Lewis insists its Christmas advert shows the 'true spirit of Christmas' after critics accuse it of 'pandering to spoiled kids'

The John Lewis Christmas ad, starring Dame Kristin Scott Thomas as grandmother Gloria, has drawn a wave of condemnation since its release, with broadcasters, columnists and viewers attacking its portrayal of spoiled children who warm to their grandmother only after receiving expensive presents. Piers Morgan called it "possibly the worst advert I've ever seen for anything" and said it would actively put him off shopping at John Lewis. Analyst firm Kantar praised Kristin Scott Thomas's performance but said the ad "lacks the emotive punch of previous years."

The ad shows wealthy grandmother Gloria winning over her indifferent grandchildren Freddie and Maggie at her large London home by finding the perfect gifts.

Critics have accused the retailer of being "out of touch" during the cost-of-living crisis, with one commentator warning struggling parents would find the glossy ad "galling."

John Lewis responded on X, saying Gloria's story is meant to inspire shoppers to "back their instincts and choose something personal" rather than hand over cash.