While many bemoan the fact that the festive season is starting earlier and earlier each year, we must confess we are contributing to the “early doors”, too. And, although we will leave the full review to our esteemed columnist Jonathan Spooner Esq, this year we are breaking with tradition to include a Christmas ad in this column. Why not?
With John Lewis often seen as the retailer whose ad kicks off Christmas, this year it seems that sister brand Waitrose is the one which has captured the nation’s imagination.
“The Perfect Gift” been created by Wonderhood Studios and directed by BAFTA-award winning Molly Manners with production from Biscuit Filmworks.
Designed to provide a fresh take on the classic Christmas campaign, the four minute film stars actress Keira Knightley as the female lead; matched with comedian Joe Wilkinson, who reprises his role as Phil, from the grocer’s 2024 “whodunnit” festive ad.
The film opens in the Pie Makers Arms pub, with a glum looking Phil being consoled by friends who tell him: “It’s time to move on, it’s what Shelley would have wanted.”
He replies: “Well, Shell said the only person I could move on with is Keira Knightley,” to which Phil’s friend scoffs: “Keira Knightley? Well, good luck with that mate.”
The film then cuts to a Waitrose cheese counter where Phil and Keira encounter the ultimate “meet cute” moment as they order Sussex Charmer Mature Cheddar at exactly the same time. They arrange a date, triggering a classic rom-com montage, set to She’s A Star by James.
The film features a couple of nods to Keira’s scenes in Love Actually, including Wilkinson saying her line “They’re all of me!” – but this time about a tray of biscuits Knightley has made resembling him.
In the end Phil turns up at her house and declares the ultimate “I love you” by recreating Keira’s Nan’s pie recipe, which inspired the Waitrose No.1 Festive Turkey Pie.
The mini movie is designed to highlight the importance and ease of “saying it with food”, amplifying the key role food plays in bringing people together, and communicating messages of love and care.
It will be flagged up by shorter movie style trailers, teasing the longer film, across all stations encouraging viewers to head online to experience the full Perfect Gift, while the film and trailers will be supported by a series of product-specific ads, with the cast promoting the retailer’s festive range.
Waitrose chief customer officer Nathan Ansell said: “Our four minute Christmas film pays homage to the seasonal romantic comedy tradition, celebrates the exciting and elevated Waitrose festive food offering, and adds a little more of that warm, fuzzy feeling to the holiday season. It’s the perfect gift from Waitrose, to you.”
Director Molly Manners added: “What a privilege to be invited in by Waitrose and Wonderhood to tell this emotional rollercoaster of a love story. We had such a great time making the perfect miniature romcom with food as a love language deep at its heart. The combination of Keira Knightley and Joe Wilkinson is magical in such an unexpected way. I hope they knock your socks clean off, as they did mine.”
So, what is the consensus around the Decision Marketing office?
Well, maybe, just maybe we are going a bit soft in our old age or maybe, just maybe the pre-festive lunches are taking their toll, but this ad is in a different class to anything else this year. No doubt Mr Spooner will disagree…
Aldi’s Kevin the Carrot on a stag do? Coke’s AI-driven “Holidays Are Coming”? Bah. Even John Lewis’s “Where Love Lies” father and son bonding is not really close to this…
Decision Marketing Adometer: A “let the bells ring out” 10 out of 10
