GB News presenter slams John Lewis Christmas 2024 advert with brutal two-word dig

The GB News presenter Stephen Dixon seemed unimpressed with the release of the new John Lewis Christmas advert.

The John Lewis festive ad centres on Sally, a young woman rushing to find a gift for her sister, Lauren. She ends up at John Lewis on Oxford Street, where, after falling through a rack of dresses, she’s transported to her childhood home. From there, she embarks on a nostalgic journey through memories, encountering younger versions of her sister along the way.

The ad closes with the sisters reuniting outside the store, set to Richard Ashcroft's acoustic version of The Verve's Sonnet, creating a heartwarming holiday scene.

The advert seems to have divided the public, and GB News star Stephen Dixon was clearly among those unimpressed. He, along with others who felt the ad was overly complex and lacked Christmas spirit, commented: "I thought it was meant to be a tear-jerker... it’s utterly pointless."

One person seemed to agree: "I agree waste of time bring back our traditional Christmas !!! Stop trying to be different. People are so fed up of woke and things ! We just want normal ! Boots are suffering due to their woke advert .”

Another said: “Has anyone ever watched a Christmas ad and thought,' Oh, I must go and spend lots of money in that shop?'. I haven't. A third wrote: “Didn’t like it - give me a frozen lake, a bear on skates carrying gifts and a few bells - that’s an advert!"

A fourth chimed in: "It’s not the worst one, but I personally don’t get what it’s suppose to be about. Give credit on an original song and actually showing that it’s suppose to be an advert for a shop. Still don’t know what they sell though as the adverts never tell me?"

The two-minute TV advert, created by Saatchi & Saatchi and the third in a trilogy, ends with the strapline: “The secret to finding the perfect gift? Knowing where to look.”

John Lewis customer director Charlotte Lock said: “Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour’, the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love.

“Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.

“This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star.”