John Lewis has lost the plot
John Lewis has lost its way. Once the reigning champion of the Christmas ad wars, the retailer had a slew of hits that resonated with audiences far and wide. In 2011, we got 'The Long Wait', which captured the utterly adorable story of a young boy patiently waiting to receive and wrap a gift for his parents. Then, hitting us right in the feels, 2012 was the year of The Journey, a heartfelt tale of a snowman on a mission to secure the perfect pair of gloves for his snowlady love. Other highlights included 2014's Monty the Penguin and 2016's Buster the Boxer. But now, with Christmas fast approaching, the 2026 ad has sparked significant backlash, and I can see why.
TL;DR
- John Lewis, formerly a leader in Christmas advertising, is facing criticism for its latest ad.
- Past successful ads included 'The Long Wait' (2011), 'The Journey' (2012), 'Monty the Penguin' (2014), and 'Buster the Boxer' (2016).
- The 2026 Christmas ad has sparked significant backlash.