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John Lewis makes big change in shortened Xmas ad
John Lewis’s Christmas advert, “Gloria and Pickles”, has sparked debate over its portrayal of a grandmother trying to win over her unimpressed grandchildren. Critics say the story suggests grandparents must spend lavishly to earn affection, while some viewers have praised the shorter television edit for removing scenes they disliked.
The article says social media users speculated that John Lewis had quietly changed the advert, but others noted that shorter broadcast edits alongside longer versions are standard practice. A launch-day OnePulse survey found that about 68% of British viewers liked or loved the advert, and nearly half of those polled named Pickles, voiced by Paul Whitehouse, as their favourite.
In short
- John Lewis’s Christmas advert has divided opinion online.
- Viewers debated whether its shorter TV edit was a new change.
- A survey found about 68% liked or loved the advert.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Critics may reasonably argue that the advert links a grandmother’s efforts to win affection with expensive gifts, suggesting that family closeness can be bought and reinforcing pressure to spend at Christmas. If the shorter edit removes scenes that viewers found troubling, that may also reflect a genuine response to how the story came across.
The case against
Supporters may see the advert as a light-hearted story about a grandparent trying to connect with her grandchildren, with gifts serving as a comic plot device rather than a claim that affection must be earned through spending. The shorter television version need not indicate a quiet retreat: broadcasters commonly use shorter edits alongside longer versions, and the reported survey suggests most viewers liked or loved the advert.