John Lewis has defended its under-fire Christmas advert, insisting the controversial campaign celebrates the 'true spirit of Christmas' after it was accused of portraying spoiled grandchildren whose affection can only be bought with expensive presents.
The department store's latest festive offering, starring Dame Kristin Scott Thomas as a grandmother who struggles to connect with her grandchildren, has been branded one of its worst in recent years, with critics accusing the retailer of rewarding bad behaviour and promoting materialism.
Responding to the backlash on X, John Lewis insisted the advert was intended to encourage shoppers to put more thought into their Christmas presents rather than simply handing over money.
A spokesperson for the retailer wrote: 'Gifting across generations can feel tricky, and it's so tempting to just hand over an envelope of cash to play it safe.
'We hope Gloria's story inspires everyone to back their instincts and choose something personal this Christmas.'
But the explanation has failed to convince a host of famous faces, with Piers Morgan among those to condemn the advert.
John Lewis has hit back at criticism of its Christmas advert, insisting that the controversial campaign celebrates the 'true spirit of Christmas'
The advert tells the story of a middle-class grandmother (played by Dame Kristin Scott Thomas) trying to find the perfect presents for her two grandchildren
The broadcaster wrote: 'It's possibly the worst advert I've ever seen for anything. Would actively dissuade me from going to John Lewis – what on earth were they thinking?'
The three-minute film, entitled Gloria and Pickles, follows a wealthy grandmother, played by Dame Kristin, who struggles to connect with her grandchildren, Freddie and Maggie, when they arrive at her London home for Christmas.
After the children show little interest in her treasured childhood toy dog, Gloria prepares to give them cash instead.
But the wooden dog, voiced by comedian Paul Whitehouse, springs to life and persuades her to make more of an effort, prompting a last-minute shopping spree.
She eventually transforms her home office into a 'Gran Cave', complete with disco balls, lights and music, finally earning an affectionate hug from the children.
Former Olympic swimmer Sharron Davies was unimpressed, writing: 'If my grand kids or kids behaved this way there would be zero Christmas presents coming. Luckily they don't & never did.'
She later clarified: 'I am a huge JL fan, but this is not in my top 5 of their ads, despite having the wonderful KST in it. Bring back the dragon.'
Responding to the backlash on X, John Lewis insisted the advert was intended to encourage shoppers to put more thought into their Christmas presents
But the explanation has failed to convince a host of famous faces, with Piers Morgan among those to condemn the advert
Actress Frances Barber was even more scathing, describing the campaign as 'depressing, elder abuse & borderline racism', while comedian Danny Baker branded it an 'absolute cold hearted disaster'.
Meanwhile, former jewellery tycoon Gerald Ratner accused the retailer of abandoning the magic of its previous Christmas campaigns in favour of making a 'social statement'.
Others defended the campaign, arguing that Gloria's apparent wealth was central to its message that Christmas should be about 'time and thought not money or material things'.
The advert, John Lewis's 20th annual festive campaign, features a cover of the Rolling Stones' You Can't Always Get What You Want by Sam Fender with the slogan 'Don't give up on giving'.