John Lewis Christmas ad divides viewers over grandchildren and glamour

Summarised from 2 outlets · Updated 3 Nov, 14:41 · Archive

John Lewis's Christmas advertisement featuring Dame Kristin Scott Thomas as a grandmother has divided audiences over its portrayal of ungrateful grandchildren.

John Lewis's Christmas advertisement has divided opinion among viewers. The ad opens with Dame Kristin Scott Thomas playing Gloria, a wealthy grandmother welcoming her family to her London home on Christmas Eve. It has sparked discussion about its appropriateness during a cost-of-living crisis affecting many households.

Analysts Kantar assessed the campaign as reminding consumers of 'the joy' of giving and praised Scott Thomas's performance. However, Lynne Deason, head of creative excellence at Kantar, said it 'lacks the emotive punch of previous years'. She noted that humour from a dog character and the soundtrack lifted the overall ad, though the branding could have been stronger.

Many viewers on parenting website Mumsnet expressed irritation at Gloria's grandchildren, describing them as 'absolute brats' who disrespect their grandmother. Users criticised scenes showing the children visibly disappointed at not receiving cash in their Christmas cards, with one commenting that their own children would have received no presents for such behaviour.

How it is being reported

• Glamour gran and ‘ungrateful kids’ – John Lewis Christmas ad splits opinionThe ad has been celebrated for its all-star line-up, though some said it lacked the ’emotive punch’ of past campaigns.Independent Business · 3 Nov, 13:21
• Glamour gran and ‘ungrateful kids’ – John Lewis Christmas ad splits opinionThe ad has been celebrated for its all-star line-up, though some said it lacked the ’emotive punch’ of past campaigns.Evening Standard · 3 Nov, 13:21

In this story: John Lewis · Dame Kristin Scott Thomas · Kantar · Mumsnet · London

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