John Lewis Christmas advert slammed for 'ruining Santa' for kids

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John Lewis Christmas advert Bridget
The John Lewis Christmas advert 2016 is facing backlash from parents complaining that it ruins Father Christmas for their kids.

While many adored little Bridget, Buster the Boxer, and the cheeky night-time animals who took a turn on the trampoline featured in the ad, others complained that Santa didn't make an appearance, saying that it made their children question his existence.

In the advert, Bridget's dad labours over the trampoline she's getting for Christmas, having to build it from scratch in his freezing back garden whilst her mum tucks her in to bed on Christmas Eve.

But parents are upset and confused that her dad is building the item in question, and not Santa.

'I don't understand the John Lewis advert... Why is the dad putting up a trampoline? I thought Santa delivered the gifts? #confused' wrote one person on Twitter.

'Great new ad but how to explain to my kids that the dad is setting up trampoline. could ruin xmas for our house #johnlewis #bustertheboxer.' tweeted someone else.

'Thanks a flipping lot!!!!!! My now newly seven year old doesn't believe and is telling her two year old brother santa doesn't exsist [sic]! #johnlewisruinedchristmasforchildren' wrote one person one the retailer's Facebook page.

'I cannot believe that ye have made an ad showing the DAD putting out the presents are ye completely stupid or just plain selfish and thoughtless. Ye could now completely shatter the magic of Christmas for some children I know for sure that ad will be turned off in my house,' wrote another angry parent.

Others have had enough of all the complaints, defending the advert and providing answers to tell your children if they get suspicious.

'Are people seriously moaning about dad building the trampoline? Just say, Santa delivered it and dad had to build it as Santa had to get away to deliver more presents. I mean really....' wrote one person.

'John Lewis this is why we love you. I love that the parents actually get credit for the presents - to those complaining....are parents no longer allowed to buy their kids what they really want?...anyway getting a trampoline down the chimney would have been quite frankly ridiculous...!' commented another person.

John Lewis has spoken out about the backlash, offering an explanation as to why Santa wasn't around.

'We're sure Father Christmas has also visited Bridget and Buster the night before, this is just an extra special gift from her parents because she loves to bounce,' said a spokesperson.

Continued below...

What do you think - has John Lewis ruined Santa for kids, or is the advert keeping the spirit of Christmas alive? Let us know your thoughts in the comment box below.

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Magz Kane

Why aren't people complaining about the 7 million spent on making the ad! We have entire families spending this Christmas in homeless hostels, bed and breakfasts, and on the street. We all know that John Lewis sells all you need for Christmas, so I think this year they should have considered making a cheaper, more simplistic ad, and donated the rest of the money to help those families in crisis!


That's the trouble. Shouting Christmas is over-rated. Love this numerous, clever and inspired theme.


I think John Lewis though about the ad for a whole year. Why is it not in keeping with Christmas? Anticipation, fun, cute animals, cute family putting in a lot of effort for their clearly much loved daughter. Humour, giving, pets, snow, magic. I expect John Lewis will be saddened to hear that you're sulking now.




gail got it right, santa hasn't time to put presents together, john lewis deserves a advertiser medal, after all the ridiculous advert musicals (we hit mute for) it is a pleasure to see a great advert, there are very few.

Elaine Garratt

Absolutely not! Once again, it is a wonderful, uplifting, warm and funny advert which gives us all the pleasure and anticipation of Christmas. Course Santa delivered it; Dad just had to put it up. Doesn't he always put together the toys on Christmas morning that Santa has delivered; puts the batteries in, screws the toys toger. Have some imagination; that's what it's all about. Elaine Garratt

Dawn Beckley

Santa has to get parents to set up BIG items otherwise He wouldn't be able to deliver all those presents to everyone! Really get with the programme! Parents are really Deputy Elves at this time of year. Besides Buster also deserves some Fun after looking after his family all year!

Margaret Coote

I love the advert. Santa comes in the night hen all good children are asleep. I did not expect him to appear so the trampoline was there as the surprise on Christmas morning.

Paul James Towner-Dunn

Imagine on Christmas day, thousands of children asking there mummy's and daddy's how come i didn't get any presents of father Christmas this year i have been good? Well darling Father Christmas is just a bit late this year due to the fact that stupid parents moaned about the John Lewis Christmas advert, and now poor Santa has to spend time putting up children's trampolines ready for Christmas day. Get a life you saddo's.

Fran Farrar

Do no parents give their children presents? Are ALL presents always from Santa? My kids used to get presents from Santa - but they also got presents from mum and dad. Why can't the kid in the advert be getting a trampoline from mum and dad?


I agree, a great advert and of course Santa hasn't got time to put up all the presents. He has to deliver to all the boys and girls and if mums and dads didn't help out then lots of boys and girls wouldn't get their toys, would they? I think mums and dads love working with Santa to make Christmas extra special!


Correct, get a life. You as parents are there to explain to your children and you, yourselves do have to have an imagination, it's obvious that Santa cannot assemble everything himself.

Patrice Tipping-Mclaughlin

Really I taught my children that I bought them presents and Father Xmas bought them presents too (Father Xmas bought the presents in the sack that was put just outside their bedroom door)


Lovely advert, people just have to moan about the slightest thing these days, get a life for goodness sake!


Shame about the John Lewis ad its lost the Christmas appeal. The animals and family are cute. The aldi ad is better and shouts Christmas 🎄


Makes me despair of our next generations when parents are so precious and ignorant! As others have pointed out here, so easy to give a young child an explanation as to why there is no Santa Claus in the ad. loads of reasons if the parents had one iota of imagination! This is a wonderful ad and I sure that children will love it as equally as adults.


I agree that there are ways round explaining the advert to children - I'm Mum to 2 and Granny to 6, so do have some experience - BUT...I think John Lewis should have thought a bit more deeply about this before they made it. It's a cute-ish video but it's not really in keeping with Christmas. That's from my point of view and I shan't be watching it any more. Sorry, J. Lewis, but I think you can do a lot better!


So all them presents "santa buys" that need assembling, who does them, not him, daddy or mummy, come on people get a grip, if you can't explain it away to your children there's something wrong. One of mine asked if santa brings our presents, why are you buying wrapping paper, my reply santa knows I know what paper you would like, so I buy it & send it to him because it makes his job easier & he knows what presents are yours then. There you go people that's how easy it is to explain !!!!!

Louise Evans

I can't believe how people moan and complain! It's brilliant and I would have loved to have been a part of creating something so wonderful. My 13 year old was amazed by it am I :))


Yes, John Lewis dropped one. The ad just needs pulling. Forget arguing about it.

Kate Gaunt

As soon as I saw this advert I couldn't believe they had used foxes as cute friendly animals, they are NOT! They have been known to attack children, they kill back yard chickens and are vermin. Of course Santa exists, we all know that, John Lewis pull your socks up!


NO NO NO Santa hasn't got time on Christmas Eve to put all his presents up especially the big ones like trampolines. So he checks with the grownups beforehand that they will manage to do this for him and then he can get on with DELIVERING ALL the presents

Barbara Mary Le-vahn

beautiful advert,well done John Lewis,some folk just like moanig


Sob sob....I'd heard rumours it wasn't santa and it was your parents who bought the pressies but never really believed it I know it must be true - it's John Lewis and they are as honest as the day is long😢 Heartbroken C Liverpool xx

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