John Lewis has launched its festive advertisement for this year, featuring actress Kristin Scott Thomas as a grandmother named Gloria on a gift-hunting adventure with a toy dog named Pickles. The ad, which promotes the theme 'don’t give up on giving,' marks the 20th anniversary of the retailer's holiday campaigns and aims to resonate with families facing economic challenges.
The marketing director noted an increase in production spending for the ad, anticipating a strong return on investment as the company seeks to attract shoppers ahead of Black Friday. The ad also highlights a shift back to using a cute character, focusing on the bond between a grandparent and a grandchild.