John Lewis's Christmas advert is slammed over 'spoilt brats' as Piers Morgan calls it the worst he has ever seen

Dame Kristin Scott Thomas stars in John Lewis's 20th Christmas ad, set to a Sam Fender cover of the Rolling Stones' You Can't Always Get What You Want.

Dame Kristin Scott Thomas stars as Gloria, a glamorous grandmother whose grandchildren, Maggie and Freddie, refuse to hug her, ignore her cherished childhood toys and visibly shake their Christmas cards expecting cash. The three-minute ad, titled 'Gloria and Pickles', was released Tuesday and immediately drew a torrent of fury online over its portrayal of rude children being rewarded with expensive gifts.

Piers Morgan called it 'possibly the worst advert I've ever seen for anything' and said it would put him off shopping at John Lewis.

Analysts at Kantar praised Kristin Scott Thomas's performance but warned the ad 'lacks the emotive punch of previous years' and that branding could have been stronger.

Julia Hartley-Brewer fumed that the ad rewards the grandchildren's rudeness, adding that mixed-race families 'make up 1.3% of all British families yet about 50% of families appearing in TV adverts'.

x.comWhat a disgusting advert from John Lewis. Hard to think of a more unChristian message for *checks notes* Chris… — @AllisonPearson on X x.comGood grief, but the John Lewis Xmas advert is AWFUL. It's basically an advert for buying gifts for ungrateful … — @JuliaHB1 on X x.com🚨BREAKING: The John Lewis Christmas Advert 2026 has become one of the worst reviewed in the stores history The… — @BasilTheGreat on X x.comTotally agree. It’s possibly the worst advert I’ve ever seen for anything. Would actively dissuade me from goi… — @piersmorgan on X x.comI can’t express how much I hate this John Lewis advert. Spoilt entitled, rude and overindulged children. Usele… — @WestminsterWAG on X Daily MailJohn Lewis Christmas advert divides viewers with some left frustrated by 'spoilt grandchildren' - but others praising its heartwarming message The TelegraphJohn Lewis criticised over ‘spoilt brats’ in Christmas advert ok.co.ukStar-studded John Lewis Christmas advert 2026 leaves viewers in tears The IndependentJohn Lewis Christmas ad faces criticism over ‘spoilt’ grandchildren and wealthy grandmother GB NewsJohn Lewis Christmas advert slammed over 'ungrateful brats' as Alex Armstrong fumes: 'Horrendous!'express.co.ukJohn Lewis Christmas advert sends out a dangerous message to women mirror.co.ukWatch the John Lewis Christmas advert in full with Sam Fender's incredible cover

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