How the John Lewis Christmas advert supports Action for Children

Across the UK, many of us have been eagerly waiting for the release of John Lewis' Christmas advert. Over the years, it has become a tradition that signifies the start of the festive season.

Featuring British acting royalty Dame Kristin Scott Thomas and the tagline 'Don't give up on giving', 2026's John Lewis Christmas advert helps us rediscover the joy in gifting.

The advert, called 'Gloria and Pickles', features a grandmother trying - and failing - to relate to her grandchildren. That's when a treasured toy, the wooden pull-along dog called Pickles (voiced by the amazing Paul Whitehouse), encourages her to go on a last-minute gifting mission.

Inspired by an adventure in a TukTuk, Gloria transforms her home office into a 'Gran-cave', decorated with streamers, disco balls, and ready for a surprise festive party that the grandchildren love.

The advert is soundtracked by Sam Fender’s new cover of The Rolling Stones classic You Can’t Always Get What You Want, available soon on 7” vinyl and CD.

All John Lewis profits from each record and CD sold will be donated to Action for Children, expected to be at least £18,000 in total, supporting Building Happier Futures, our partnership with John Lewis which helps care-experienced young people build brighter futures.

2022's advert, titled "The Beginner", shone a spotlight on the importance of social care, and John Lewis' Building Happier Futures Programme – their long-term commitment to helping children from care.

It features a man trying to master skateboarding, failing comedically but persevering nonetheless - but why? In the final scene, his motive is revealed. A knock at the door reveals a social worker and a young teenager, skateboard in hand, ready to enter her new foster home. We understand that he has been learning in order to connect with the teenager as she is welcomed into his family home.

We were lucky to be work alongside Who Cares? Scotland on this advert and the programme at large with John Lewis.

2023's advert, called "Snapper, the Perfect Christmas Tree", similarly supports our work with vulnerable children and young people across the UK. How? Through the advert’s emotive, classical soundtrack.

The story begins with a young boy who excitedly buys a seed at a quirky antiques market with his Gran. The label on the box says ‘grow your own perfect Christmas tree’ – the ultimate winter activity. However, the seed unexpectedly grows into a mischievous Venus Fly Trap named Snapper who is lovingly welcomed into the family and their Christmas traditions.

Classical singer Andrea Bocelli sang the bespoke song 'Festa', meaning celebration, for this ad. 10p of every download went to charity partners Action for Children, Home-Start UK, and Who Cares? Scotland.

2024's advert, titled 'The Gifting Hour', featured "Sonnet" by legendary singer-songwriter Richard Ashcroft. It followed a sister trying to find the perfect gift for her sibling, falling through a rack of dresses into a fantastical world of imagination.

Throughout the festive period, John Lewis ran a TikTok competition to find the best cover version of the ad's song. It was eventually won by 21-year-old Mel Raeburn, and their version was featured in a special Christmas Day airing of the ad.

Proceeds from the track were donated to the Building Happier Futures Programme.

Last year's advert, titled 'Where Love Lives', features a father and son bonding over the classic 90's dance song of the same title by Alison Limerick. After clearing away a pile of wrapping paper, the father finds a gift for him - a record, which he takes straight to his record player.

Memories of his youth, as well as of his son as a baby and toddler, flash through his mind as he listens. The ad comes to a close as the two reunite in the living room, sharing a slightly embarrassed hug and laugh.

Proceeds from the sale of the vinyl soundtrack were donated to the Building Happier Futures Programme.