John Lewis Christmas Advert Sparks Backlash as Viewers Slam ‘Spoilt Grandchildren’ and Piers Morgan Delivers Scathing Verdict

John Lewis’s 2026 Christmas advert has divided viewers, with some criticising its portrayal of two supposedly ungrateful grandchildren while others have found warmth in its festive message. Despite featuring acclaimed actress Dame Kristin Scott Thomas, nostalgic Christmas scenes and a soundtrack performed by Sam Fender, the campaign has sparked an unexpected debate about family relationships and the meaning of Christmas.

Among its most outspoken critics is Piers Morgan, who described the advert as potentially the worst he had ever seen.

The controversy gained momentum on November 3, as viewers shared sharply differing reactions to the retailer’s latest festive campaign.

Piers Morgan Slams John Lewis’s Christmas Campaign

Piers Morgan made his feelings clear when he criticised the advert on social media.

The broadcaster described it as “possibly the worst advert I’ve ever seen for anything.”

He added that the campaign would discourage him from shopping at John Lewis.

Presenter Kirstie Allsopp also questioned the message behind the advert, particularly the behaviour of the grandchildren towards their grandmother.

“Not sure I’m such a fan, not giving Granny a hug is not a good start,” she wrote.

Other viewers agreed, arguing that the children’s behaviour appeared disrespectful rather than endearing.

One particularly frustrated critic described the grandchildren as “absolute brats.”

The reactions quickly turned the Christmas campaign into a debate about whether its central characters reflected the family values audiences expect from a festive advert.

What Happens in the 2026 John Lewis Christmas Advert?

The commercial features Dame Kristin Scott Thomas as Gloria, a wealthy grandmother preparing to welcome her family into her elegant London home.

The story begins on Christmas Eve, with Gloria opening her doors to relatives for the festive celebrations.

However, the reunion soon takes an uncomfortable turn.

In one scene, her two grandchildren appear disappointed when they discover that their Christmas cards do not contain money.

Their reaction becomes a major source of criticism.

Some viewers argue that the children seem ungrateful despite their grandmother’s efforts to make Christmas special.

Others question why their parents do not appear to challenge the behaviour.

The advert’s portrayal of the relationship between Gloria and her grandchildren has become one of its most controversial elements.

Mumsnet Viewers Criticise the Grandchildren’s Behaviour

The advert sparked particularly strong reactions on parenting website Mumsnet.

Several users expressed frustration with the grandchildren, arguing that their behaviour was inappropriate for a Christmas campaign.

One commenter said the commercial failed to create a festive feeling.

They added that if their own children behaved in a similar way, they would not be receiving presents.

Another viewer criticised the portrayal of the parents, suggesting they seemed unwilling to address their children’s disrespectful behaviour.

The commenter also questioned the implication that Gloria should go to considerable lengths to win her grandchildren’s affection through gifts.

One particularly sarcastic response suggested that the grandmother would be better off enjoying her beautiful home and favourite scarves rather than trying to please the children.

The viewer joked that sponsoring a donkey in the grandchildren’s names would be a more appropriate Christmas present.

These reactions reflected frustration with what some audiences interpreted as a message of entitlement rather than gratitude.

Sarah Vine Criticises the Entire Family Dynamic

Columnist Sarah Vine also joined the criticism, directing her frustration towards both the children and their parents.

Writing on X, she described the grandchildren as “spoilt, entitled, rude and overindulged.”

Vine also accused the parents of being weak and ineffective in dealing with their behaviour.

Her criticism extended beyond the family relationships portrayed in the commercial.

She questioned the advert’s use of music by The Rolling Stones and argued that Gloria represented another familiar stereotype of an older relative who appears disconnected from younger generations.

Vine also compared the campaign unfavourably with an earlier Christmas advert involving the idea of asking grandchildren for consent before hugging them.

Piers Morgan subsequently supported her assessment, reinforcing his negative reaction to the John Lewis campaign.

Marketing Experts Question the Advert’s Emotional Impact

While some viewers focused on the grandchildren’s behaviour, marketing analysts offered a more measured assessment.

Experts at Kantar examined whether the campaign successfully delivered the emotional connection associated with previous John Lewis Christmas adverts.

Lynne Deason, head of creative excellence at Kantar, acknowledged that the commercial captured elements of festive joy and the pleasure of giving presents.

She also highlighted the familiar challenge of choosing gifts for grandchildren in a world increasingly influenced by artificial intelligence.

Deason praised the humour provided by Pickles the Dog, the memorable soundtrack and Kristin Scott Thomas’s performance.

However, she questioned whether the advert possessed the emotional impact that had made earlier John Lewis Christmas campaigns so successful.

She also suggested that the branding could have been stronger.

Her assessment raised questions about how effectively the retailer would extend the campaign through its social media channels.

Not Everyone Disliked the Christmas Advert

Despite the negative reactions, the campaign has also received some appreciation.

One Mumsnet user found something particularly appealing about the advert, although their compliment had little to do with its storyline.

Instead, they focused on Kristin Scott Thomas’s appearance.

“Kristin Scott Thomas’s skin looks lovely though, if they sell whatever she’s using in JL I’ll buy that,” the viewer commented.

The lighthearted response offered an unexpected positive note amid the criticism.

It also demonstrated how viewers could respond favourably to individual elements of the commercial without necessarily agreeing with its wider message.

 

Dame Kristin Scott Thomas plays grandmother Gloria in the festive campaign.

John Lewis Christmas Advert Leaves Viewers Divided

John Lewis has become closely associated with emotional Christmas advertising, making its annual festive campaigns a regular subject of public discussion.

This year’s advert has generated particular attention because of the contrasting reactions to its central family story.

While some viewers appreciate its performances, soundtrack and festive atmosphere, others believe the grandchildren’s behaviour undermines the intended message.

The criticism from Piers Morgan, Kirstie Allsopp and Sarah Vine has added to the debate, while Kantar’s assessment has raised questions about the campaign’s emotional effectiveness.

Whether the divided reaction will affect shoppers’ perceptions of John Lewis remains uncertain.

For now, the retailer’s 2026 Christmas advert has succeeded in getting people talking, even if not everyone agrees about the story it is trying to tell.