Trending PR Campaigns
John Lewis 2026 Christmas Advert: Gloria and Pickles
John Lewis’s 2026 Christmas advert pairs Dame Kristin Scott Thomas with a talking vintage pull-along toy, voiced by Paul Whitehouse, as they help a grandmother find a more thoughtful way to delight her grandchildren. The campaign gives the story a musical hook with Sam Fender’s cover of the Rolling Stones’ “You Can’t Always Get What You Want”, with record profits going to Action for Children.
Why it worked: It hijacked a national calendar moment with a celebrity–icon mashup and a charity-backed, choir-boosted Stones cover that guaranteed headlines.
The lesson: Consider timing a simple human dilemma to a cultural milestone, then attach a reworked classic song and charity release to lock in coverage.
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