Waitrose's 2025 Christmas Ad Is a Winner
Waitrose Unveils Festive Ad Starring Keira Knightley and Joe Wilkinson
Waitrose has released its highly anticipated Christmas advert, featuring a heartwarming rom-com style mini-film starring Keira Knightley and Joe Wilkinson. This year’s ad, titled The Perfect Gift, brings together the charm of classic romantic films with a modern twist.
The storyline begins with a comedic meet-cute at the Waitrose cheese counter, where Knightley and Wilkinson's characters find themselves in a delightful situation. Their interaction sets the stage for a romantic journey that culminates in a pie-based declaration of love, making it a memorable festive moment.
Directed by Molly Manners, the ad pays homage to beloved classics such as Love Actually and Notting Hill. The film is a collaborative effort, with some creative input from AI technology, ensuring the quality meets high standards.
A Heart-Melting Romance
This four-minute ad is a standout entry in Waitrose's lineup of festive promotions. It stars Keira Knightley as herself and Joe Wilkinson as Phil, who previously played the role of a quirky uncle in the 2024 Waitrose ad. The ad showcases a lighthearted and engaging narrative that captures the essence of a romantic comedy.
In the story, Wilkinson’s character, Phil, is portrayed as lovelorn after a breakup. He finds himself at a local pub, where he expresses his feelings about moving on. The next scene sees Knightley entering the picture, setting the stage for their romantic encounter.
Their meet-cute occurs at the Waitrose cheese counter, where they both request the same type of cheese — a wedge of Sussex Charmer mature cheddar. This moment is set against a backdrop of whimsical music, adding to the romantic atmosphere.
A Unique Romantic Gesture
The chemistry between Knightley and Wilkinson is evident, showcasing a rare blend of humor and sincerity. As they navigate their budding relationship, the ad includes a montage of their time together, including a game of backgammon at the pub, which surprises Phil’s friends.
However, their happiness is briefly interrupted when Phil discovers that Knightley has a Christmas gift from a mysterious person named Mark. This leads to a moment of doubt, prompting Phil to seek advice from his mother, who inspires him to create a romantic gesture using a family recipe.
The climax of the ad features a heartfelt moment where Wilkinson presents Knightley with a pie, which reads “I Love You.” This gesture is reminiscent of the iconic doorstep declaration from Love Actually, but with a more fitting touch given the presence of Knightley.
Behind the Scenes
The ad was directed by Molly Manners, known for her work on One Day. Richard Curtis, the writer behind Love Actually and Notting Hill, praised the ad, calling it “sweet as pie.”
In addition to the full-length version, Waitrose has also released a 60-second teaser that plays like a classic film trailer. This shorter version includes a humorous nod to The Holiday, with Knightley begging Phil not to have cue cards.
The ad has been praised for its feel-good vibe, with Knightley describing it as “silly, fun and delicious.” Wilkinson, who plays Phil, expressed his satisfaction with the return of his character, highlighting the joy of being part of this campaign.
A Big Campaign
This is a significant campaign for Waitrose, with Knightley and Wilkinson appearing in various advertisements across different platforms. The ad is expected to make a splash, with visuals of the actors featured on buses and buildings, as well as behind-the-scenes content shared on social media.
As the holiday season approaches, the ad serves as a reminder of the magic of romantic films, leaving viewers wishing for a feature-length version of this charming story.
