The festive countdown has officially begun, and this year John Lewis is swapping its trademark tearjerker for a magical, generation-spanning adventure. The retail giant fired the starting gun on Christmas this morning with the release of its highly anticipated 2026 advert, and it is a star-studded affair.
British cinematic icon Dame Kristin Scott Thomas leads the three-minute promo alongside a vintage wooden pull-along dog named Pickles, voiced by TV comedy legend Paul Whitehouse. Geordie hitmaker Sam Fender has laid down a stunning new cover of The Rolling Stones classic You Can't Always Get What You Want for the all-important soundtrack.
It is a massive festive coup for the retailer, earning the ultimate rock-and-roll seal of approval from Sir Mick Jagger himself. The music legend said, "I'm a fan of Sam's work, so I was pleased to hear he was covering one of my songs. I think he's done a great job with it."
This year's campaign, the retailer's 20th edition, is titled Gloria and Pickles and carries the strapline, "Don't give up on giving." Created by advertising agency Saatchi & Saatchi, the story aims to tackle a very modern dilemma of the dreaded fear of buying a rubbish present.
It opens on Christmas Eve as a glamorous Gloria, played by BAFTA-winning Dame Kristin, prepares her home for the arrival of her daughter, son-in-law, and two restless grandkids, Freddie and Maggie. Taking a well-earned break from playing the corrupted, ruthless head of MI5 in hit Apple TV+ spy thriller Slow Horses, Dame Kristin completely swaps gritty espionage for festive magic.
Desperate to keep the bored youngsters entertained, she pulls her old childhood toys down from the attic, including Pickles, a vintage Fisher Price Little Snoopy. When the kids quickly lose interest, a deflated Gloria resorts to the ultimate festive cop-out of stuffing cold, hard cash into their Christmas cards.
But suddenly, the wooden toy dog springs to life. Swapping the peaceful riverbanks of Gone Fishing for the John Lewis editing suite, Fast Show star Whitehouse brings his trademark cheeky charm as he brutally calls her out, barking, "You can do better than cash."
The talking mutt then drags Gloria out of the house on a frantic last-minute shopping mission, which culminates in them hailing a brightly-coloured TukTuk that magically flies through the streets of London and drops them right outside John Lewis. Come Christmas morning, the grandkids rip open their envelopes expecting some cash, but instead find a single shiny key.
They unlock Gloria's home office to discover she has transformed it into a dazzling Gran Cave complete with sparkling disco balls, neon lights, and pumping music inspired by her wild TukTuk ride. The kids are thrilled, throwing their arms around their gran as the thoughtful surprise bridges the generational gap.
Dame Kristin said of the role, "I simply couldn't resist the opportunity to lead a John Lewis Christmas advert, it's such a cherished part of the festive season. Gloria represents so many parents and grandparents who want nothing more than to create lasting memories with the younger generation."
All retailer profits from record sales support care-experienced young people through Action for Children. Sam Fender's You Can't Always Get What You Want is also on 7-inch vinyl and CD from his store, with all profits supporting Teenage Cancer Trust.
Trading his usual packed-out stadium gigs for a wholesome festive choir, Sam recorded kids from his old school in North Shields for the track, calling it a privilege to rework the iconic rock anthem. Eagle-eyed shoppers will also be able to snap up the items featured in the slickly produced ad.
Products include a £12.99 Fisher-Price Little Snoopy pull-along toy, a £695 Mulberry Eliza leather tote carried by Dame Kristin, a £299.99 Audio-Technica turntable and the very same sparkly £20 disco balls featured in the Gran Cave. The advert will launch online and on the John Lewis app at 7.30am today. Telly fans can catch its first prime-time airing tonight during Coronation Street on ITV from 8:30pm, and Channel 4's The Great British Bake Off at 8pm.
History of the festive campaigns
The release of the 2026 film marks the 20th anniversary of the retailer's holiday commercials, which have become a staple of the British winter season. Over two decades, these films have evolved from simple seasonal greetings into cultural touchstones that capture the mood of the British public. The tradition began in 2007 with Shadows, followed by successive campaigns that explored themes of giving, sharing, and emotional connection across generations.
Memorable entries in the catalog include the 2011 hit The Long Wait about a boy eager to give a present, the 2014 story of Monty the Penguin, and the 2015 Man on the Moon tearjerker. More recent additions have experimented with new formats, such as the 2024 film The Gifting Hour which was filmed entirely inside a department store, and the 2025 vinyl-themed story.
Charitable impact and community work
Beyond entertainment, the holiday campaigns have raised significant funds for charitable causes across the United Kingdom. Action for Children receives all retail profits from record sales linked to the 2026 release to support care-experienced young people. Additionally, music partnerships such as the release of the Sam Fender charity single direct proceeds toward organisations like the Teenage Cancer Trust, blending commercial promotion with widespread philanthropic support.
