John Lewis gets festive with the unveiling of its 2026 Christmas advert. Marking the 20th edition of the retailer’s iconic Christmas ads, this year’s instalment features the tagline “Don’t give up on giving.”

Created by Saatchi & Saatchi, John Lewis’ “Gloria and Pickles” Christmas ad sees Dame Kristin Scott Thomas playing Gloria, who, along with her childhood gift, Pickles the toy dog, remind viewers not to let the search for the ‘perfect’ gift get in the way of giving something thoughtful.

“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,” Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, commented.

Known for reimagining iconic soundtracks, John Lewis collaborated with Sam Fender, who created a cover of the Rolling Stones’ classic, ‘You Can’t Always Get What You Want’ for the ad.

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, and profits from each record sold will be donated to UK charity, Action for Children.

“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,” commented Rosie Hanley, Marketing & Loyalty Director at John Lewis.

“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,” she added.

“I simply couldn’t resist the opportunity to lead a John Lewis Christmas advert – it’s such a cherished part of the festive season,” Kristin Scott Thomas said. “I hope the ad brings a big smile to families across the UK this Christmas.”

The ad will premiere on John Lewis social channels, including YouTube and Instagram from today (03 Nov), before running on TV during Coronation Street and The Great British Bake Off.