John Lewis has today revealed its 2026 Christmas advert, “Gloria and Pickles”. The 20th edition of the retailer’s much-loved Christmas ad issues a heartwarming call to the nation to make festive gifting personal, joyful and meaningful once again.
The campaign, created by Saatchi & Saatchi, launches with a three-minute advert which follows Gloria (played by Oscar-nominated and BAFTA-winning actress Dame Kristin Scott Thomas) and her faithful companion and childhood gift, Pickles the dog. Set against the festive tagline “Don’t give up on giving,” the story touches on a relatable modern truth: the fear of not finding the “perfect gift” can overshadow the simple pleasure of giving something thoughtful this festive season.
The soundtrack: Sam Fender
Chart-topping singer-songwriter Sam Fender has provided the soundtrack, with a brand new cover of the Rolling Stones classic ‘You Can’t Always Get What You Want’. Released today, the song is his first new music since ‘Rein Me In’s’ record-breaking successes globally.
The story: Gloria & Pickles
It’s Christmas Eve, and Gloria is putting the finishing touches on her beautiful home, ready to welcome her family for the big day. The doorbell rings, ushering in her daughter, son-in-law and grandchildren, Freddie & Maggie.
The kids are restless from the long journey, so Gloria retrieves her old toy collection from the attic to keep them entertained. She introduces her grandchildren to ‘Pickles the dog’, a vintage Little Snoopy Pull-Along Toy, but they’re quickly distracted by shouts for lunch, leaving Gloria feeling that she doesn’t know what they really want.
While alone, Gloria writes their Christmas cards and places cash inside each envelope. She wants to feel close to her grandchildren, but doesn’t feel confident in her ability to choose a gift they’ll genuinely love. Suddenly, the toy dog springs to life, voiced by acclaimed actor, writer and comedian, Paul Whitehouse, and berates her lack of effort: “You can do better than cash”.
Pickles drags Gloria out of the house, on a last-minute gifting mission. As they start to give up hope, a TukTuk arrives, taking the duo flying through the streets of London. The bright and vibrant TukTuk sparks a gifting epiphany, so she calls it to a halt outside John Lewis.
On Christmas morning, Gloria hands Freddie & Maggie their Christmas cards. Expecting cash, the children are surprised to find the envelopes empty – instead, their grandmother holds up a single key. Unlocking her home office door, they discover the ‘Gran Cave’ – a magical wonderland filled with sparkling lights, disco balls, and music inspired by her TukTuk adventure. Delighted, Freddie and Maggie throw their arms around their grandmother, as the thoughtful surprise bridges the generational gap through a moment of pure joy.
Kristin Scott Thomas said: “I simply couldn’t resist the opportunity to lead a John Lewis Christmas advert – it’s such a cherished part of the festive season. Plus, Gloria’s journey captured my heart straight away. She represents so many parents and grandparents who want nothing more than to create lasting memories with the younger generation. Working alongside Pickles to create the ‘Gran Cave’ was an absolute joy, and I hope the ad brings a big smile to families across the UK this Christmas.”
Sam Fender said: “It was a privilege to rework such an iconic song by such a legendary band. In the spirit of Christmas, we re-recorded the children’s choir with the kids from my old school, John Spence Community High School, and we arranged a brass section with the Easington Colliery Band.”
Physical copies of Sam Fender’s ‘You Can’t Always Get What You Want’ will be available soon on 7” and CD from the John Lewis website*. The single is backed with Sam Fender’s 2020 cover of Winter Song, available physically for the first time. All John Lewis profits from each record sold will be donated to UK leading charity Action for Children, John Lewis’ charity partner for its Building Happier Futures programme, which supports those who have grown up in care to build brighter futures.
Rolling Stones’ Mick Jagger: “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.”
The campaign was directed by Lucy Forbes, BAFTA-winning director known for her work on This Is Going to Hurt and Eric.
Rosie Hanley, Marketing & Loyalty Director at John Lewis, said: “The John Lewis Christmas advert is a beloved tradition, but for its 20th edition, we wanted it to feel extra special. Bringing in the sparkle of Dame Kristin Scott Thomas and Sam Fender has helped bring this story to life beautifully. It’s a storyline that so many of our customers will relate to; I’ve definitely resorted to putting cash in an envelope for fear of getting it wrong. But our message this year is simple: ‘Don’t give up on giving.’ We hope this restores the nation’s gift-giving confidence and encourages customers to rediscover the joy of choosing something truly thoughtful for the people they love.”
Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi, said: “This year has been a joyful collaboration with a series of icons; a Dame, a record-breaking artist, and an enduring wooden toy. I would also add our director Lucy Forbes to that list, who was for us, the only person to bring this powerful intergenerational story to life. Finding the perfect balance between relatable family dynamics and proper magic gave us the opportunity to create this glorious celebration of giving. This one really does have something for everyone.”
The ad will premiere on John Lewis social channels, including YouTube and Instagram from 7.30am on 3 November, before running on TV during Coronation Street, ITV (8:30-9pm) and The Great British Bake Off, Channel 4 (8-9:15pm) on launch day.
*John Lewis plc will donate all profits from each John Lewis record and CD sold to Action for Children, a registered charity (England & Wales: 1097940, Scotland: SC038092). Expected to be at least £18k in total.
*Physical copies of Sam Fender’s ‘You Can’t Always Get What You Want’ are also available on 7” and CD from https://shop.samfender.com/. All profits from the physical sales via Sam Fender’s store will be donated to Teenage Cancer Trust. Teenage Cancer Trust is the only UK charity providing specialised nursing care and expert youth support for young people with cancer.
