John Lewis Unveils Christmas Advert Featuring Dame Kristin Scott Thomas
The campaign, set to Sam Fender's cover of 'You Can't Always Get What You Want', aims to restore gift-giving confidence amidst rising production costs.
Carla Rooney
John Lewis launched its new Christmas advert today, starring Dame Kristin Scott Thomas and a wooden dog voiced by Paul Whitehouse.
The advert premiered on John Lewis social channels at 7:30 am. It will also air on ITV and Channel 4 between 8 pm and 9:15 pm.
The narrative follows Gloria, a grandmother, as she seeks a more meaningful gift than cash for her grandchildren. Dame Kristin Scott Thomas plays Gloria in the advert, which shows grandchildren Freddie and Maggie messing up Gloria's study.
The story sees Pickles, a toy dog based on a Fisher-Price pull-along toy called Little Snoopy, spring to life. Pickles challenges Gloria, scolding her for a perceived lack of effort in gift-giving.
Dame Kristin Scott Thomas expressed her enthusiasm for the role. "I simply couldn’t resist the opportunity to lead a John Lewis Christmas advert – it’s such a cherished part of the festive season," she stated. "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."
I simply couldn’t resist the opportunity to lead a John Lewis Christmas advert – it’s such a cherished part of the festive season. 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 also commented on his involvement. "It was a privilege to rework such an iconic song by such a legendary band," he said. "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."
Mick Jagger, whose band originally performed the song, added, "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."
Proceeds from the sale of Fender's single will benefit the Teenage Cancer Trust and Action for Children. The retailer increased its spending on this year’s festive ad, with Rosie Hanley claiming the cost of production had risen. The company wanted to "push the boat out" for its 20th year.
Hanley also stated the ad aims to restore the nation's gift-giving confidence and encourage customers to rediscover the joy of choosing something truly thoughtful. This approach was inspired by research indicating that 52% of grandparents give cash as presents due to uncertainty about what youngsters desire.
The ad aims to restore the nation's gift-giving confidence and encourage customers to rediscover the joy of choosing something truly thoughtful.
The company expects "a really strong return on our investment" as it seeks to capture shoppers’ attention before the Black Friday discount period later this month, Hanley claimed. She added that spending on Christmas-related gear at John Lewis was already up on last year. The company wanted the ad "to be more joyful" this year because "things are tough for lots of families."
Total ad spending across the festive period is set to reach £14bn, an increase of 8.2% year-on-year. John Lewis will erect a giant Christmas tree outside its Oxford Street store. Dame Kristin Scott Thomas is currently performing in a West End production of 'The Cherry Orchard' at the Harold Pinter Theatre.