John Lewis defends its Christmas advert after critics accuse it of 'pandering to spoiled kids' during a cost-of-living crisis

Dame Kristin Scott Thomas stars as Gloria, a wealthy grandmother who wins over her initially indifferent grandchildren by finding them the perfect gifts — a premise Piers Morgan called "possibly the worst advert I've ever seen for anything." John Lewis has responded on X, arguing the film urges shoppers to choose personal gifts rather than "just hand over an envelope of cash."

Industry analysts at Kantar said the ad reminds viewers of the "joy" of giving but "lacks the emotive punch of previous years."

Critics including Edwina Currie and Mike Graham piled in, with some calling the wealthy London-home setting "tone deaf" during the cost-of-living squeeze.

Despite the backlash, one rating agency scored the ad 5.6 stars — its highest mark since the 'Excitable Edgar' campaign in 2019.