John Lewis’s 20th Christmas Ad Scored 5.6 Stars. Not Everyone Is Sold

What happened

“Gloria and Pickles” was made with Saatchi & Saatchi, according to Ad Ranking’s 2026 Christmas ads tracker, which lists it as the 20th John Lewis Christmas campaign and puts it first in its picks of the season. The tracker says the film earned 5.6 stars from System1, the ad-testing company, and credits Marketing Week for the figure. Ad Ranking’s own view is that it is the clearest strategy John Lewis has put on screen in years, though busier than it needs to be.

Not everyone agrees. In a piece for Beast Films, creative director Victoria Taylor argues the ad felt too “upper class” for many viewers, and that the toy at the centre of the story lacks character.

Why the split matters

When you own a tradition, every year is judged against the last 19. A score from testing and a mood on social media are measuring different things: one is how the film lands on a sample of viewers, the other is who is talking loudest. Neither is a verdict on the brand.

What it means for your brand

• Know which audience you are building for. A strong score and loud critics can exist side by side. Decide who the campaign is for before you read the comments. Our guide to seasonal campaigns without diluting your brand shows how.
• Tone is a strategy decision. If a film feels like it is for someone else, people notice. Our brand tone of voice guide helps you fix yours before you write a script.
• One clear idea beats a busy one. The strongest criticism of a well-scored ad is that it tries to do too much. Start with the brand strategy, then build the campaign around a single message.

Cover photo by Vidar Nordli-Mathisen on Unsplash.