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Talking dog Pickles stars in 20th festive ad
3 Nov
Summary
- Pickles the talking dog voiced by Paul Whitehouse guides a grandmother.
- The ad marks 20 years of blockbuster festive advertising from the retailer.
- The soundtrack features a Sam Fender version of a Rolling Stones classic.
John Lewis has launched its 20th-anniversary Christmas advertisement, starring a talking toy dog named Pickles, voiced by comedian Paul Whitehouse. This year's festive campaign features Kristin Scott Thomas as Gloria, a grandmother seeking gift inspiration, with the tagline "don't give up on giving."
Pickles guides Gloria on a mission to find gifts, ultimately leading her to John Lewis. There, she creates a "gran cave" for her grandchildren, Freddie and Maggie, with disco balls and fairy lights. The ad aims for a joyful tone, acknowledging tough times for many families.
Rosie Hanley, marketing director, stated that the retailer increased its spend due to rising production costs, aiming for a strong return on investment before Black Friday. Despite household financial concerns, spending on festive items at John Lewis has reportedly increased compared to last year.
The three-minute ad, created by Saatchi & Saatchi, uses a cute character formula, returning to a beloved tradition after two years. It focuses on the relationship between Pickles and a grandmother, inspired by research showing grandparents often give cash due to uncertainty about gift choices.
The ad's soundtrack is a Sam Fender rendition of The Rolling Stones' "You Can't Always Get What You Want." A vinyl release of the track, featuring a local choir and brass band, will benefit Action For Children. Pickles is modeled after a 60-year-old Fisher-Price toy.
