# SARAH VINE: Sorry, but the John Lewis festive ad is full of wokery and entitlement – though there is one thing I do like

- URL: https://talkfuse.com/story/sarah-vine-sorry-but-the-john-lewis-festive-ad-is-full-of-wokery-and-entitlement-though-there-is-one-thing-i-do-like/
- Published: 2026-11-04T08:04:34+00:00
- Updated: 2026-11-04T14:53:11+00:00
- Original publisher: Daily Mail (publisher lean: Right)
- Original article: https://www.dailymail.com/debate/article-16262711/John-Lewis-Christmas-ad-woke-SARAH-VINE.html?ns_mchannel=rss&ns_campaign=1490&ito=1490
- Topics: AI, Technology, World

## Key points

- Sarah Vine criticises John Lewis’s Christmas advert as sentimental and politically correct.
- Dame Kristin Scott Thomas plays a grandmother seeking gifts for her grandchildren.
- The campaign’s tagline is “Don’t give up on giving”.

## Summary

Sarah Vine argues that John Lewis’s 2025 Christmas advert is sentimental and politically correct, portraying a grandmother who must win her grandchildren’s affection with an elaborate gift. She says the story promotes entitlement and stereotypes older people, while criticising its depiction of the children and parents.

The advert stars Dame Kristin Scott Thomas as a grandmother who plans to give her grandchildren cash, then turns her spare room into a “gran cave” after they dismiss her childhood toy dog, Pickles. The campaign’s tagline is “Don’t give up on giving”; Sam Fender performs a Rolling Stones song. Vine says the advert’s lavish setting and focus on pleasing the children make its message feel out of touch, though the article’s headline suggests she does like one element.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.