The 2026 John Lewis Christmas advert is finally here and the festive season has truly begun. It focuses on a grandma who is looking for the perfect gift for her two young grandchildren, with a little help from a Christmas present from her own childhood toy, Pickles the dog.
It was only released earlier today, (Tuesday November 3), but it’s already split opinion with shoppers. Commenting on the brand’s official Youtube page, one person wrote: “ Loved it, a gift means more than money in an envelope x its the thought that counts.” But, others disagreed. One person summarised the thoughts of many others when they simply said: “ Oh dear, not hit the spot this year .”
But, no matter what you think of it, the 2026 ad is the latest addition to the pantheon of John Lewis Christmas adverts, which have been looked forward to by many since 2007. Plenty of classics have come over the years and we all have our very own favourites.
But we took on the tough task of ranking every single one! From 2007 through to 2026, here is my thoughts on each and every one.
The 2026 Christmas advert - Don’t Give Up on Giving - is out now. You can watch it here.
1. 18 - Clues (2008)
You can see the genesis of the now standard John Lewis Christmas advert formula starting to form here - it is the first of the ads to feature a cover song (From Me to You" by the Beatles). But it is still very much an ‘advert’, rather than an iconic festive moment. Rating 1.25 Jingle Bells. | YouTube/ John Lewis Photo: YouTube/ John Lewis
2. 17 - The Feeling (2009)
We continue to get closer to what would become the John Lewis Christmas advert format with this one. A fun concept based around remembering what Xmas felt like as a child. It just lacks the strong emotional storyline to tug at your heartstrings. Rating: 2 Jingle Bells. | YouTube/ John Lewis Photo: YouTube/ John Lewis
3. 16 - A Tribute to Givers (2010)
A bit like The Feeling, this advert is edging closer to becoming the kind of Christmas advert that is appointment viewing - but is not there yet. It is a bit scattergun, unlike the focused storylines that would make future adverts so endearing. But it does feel festive - and not just because of snow. Rating: 2.5 Jingle Bells. | YouTube/ John Lewis Photo: YouTube/ John Lewis
4. 15 - Give a Little Love (2020)
A pandemic era advert that is uplifting and clever, but tends more towards the early years of John Lewis ads more than the stirring, heart-string tugging efforts that the company is known for. The choice to mix different animation styles in with live action clips as love is spread is a canny one - but it is not the most memorable and it isn’t one I would have watched if I wasn’t reviewing them all. Rating: 2.6 Jingle Bells. | YouTube/ John Lewis Photo: YouTube/ John Lewis