Piers Morgan says John Lewis Christmas advert is 'possibly worst ever' as backlash grows

Vanessa Feltz has launched a scathing attack on this year’s John Lewis Christmas advert, labelling the campaign "abhorrent" and "grossly, awfully wrong" in a passionate rant, according to the Daily Mail ^[1].

The broadcaster, who is a grandmother of four, told the publication that the department store had completely missed the festive spirit. Speaking as part of a campaign with AXA UK to highlight cross-generational friendships, she said: "The whole spirit of Christmas is missed. The relationship of a grandma and grandkids... is completely abhorrent." She added that she "absolutely positively detest" the film.

The controversy centres on the three-minute film, Gloria and Pickles, which stars Dame Kristin Scott Thomas as a wealthy grandmother struggling to connect with her grandchildren, Freddie and Maggie. The Mirror reported that the children initially dismiss her treasured wooden dog toy, Pickles, and shake greeting cards hoping for cash instead of gifts ^[3].

Feltz criticised the narrative for depicting children as "rude" and parents as "passive," arguing that the grandmother appears desperate to placate "horribly rude and uncouth children." She also took issue with a scene where Gloria breaks a shop ornament and leaves without paying. "You can't even see what she buys them," she noted.

The backlash is not limited to Feltz. Broadcaster Piers Morgan took to social media to condemn the advert, writing: "It's possibly the worst advert I've ever seen for anything. Would actively dissuade me from going to John Lewis." He questioned the retailer's thinking, adding: "What on earth were they thinking?"

John Lewis has defended the campaign, insisting it celebrates the "true spirit of Christmas." A spokesperson told the Daily Mail that the advert aims to encourage shoppers to choose personal gifts rather than simply handing over envelopes of cash ^[2]. "We hope Gloria's story inspires everyone to back their instincts," the statement read.

The film features Pickles, a vintage pull-along toy voiced by comedian Paul Whitehouse, who persuades Gloria to abandon the cash approach. She ultimately transforms her home office into a "Gran Cave" with disco balls and music, earning an affectionate hug from the children. However, critics have accused the retailer of promoting materialism and rewarding bad behaviour.

Online reviews remain mixed. Some viewers described it as a "return to form," praising Kristin Scott Thomas’s performance as a "glam granny." Others, however, called it a disappointment, with one user complaining: "All I see is 2 rude & entitled kids... and a gran spending a fortune trying to buy their affection." Feltz’s own reaction video, filmed for her YouTube channel At Home With Vanessa with guests including Sharon Marshall and Isobel Webster, quickly dissected whether the brand’s famous festive magic has officially faded.