Seconds out…round 6. Yep, it is the gift that keeps on giving with yet another batch of Christmas ads attempting to persuade you to head online or instore and splash the cash.
Today we see the return of Keira Knightley and Joe Wilkinson for Waitrose’s “The Perfect Gift 2”, a festive romcom packed with romance, rivalry and a generous helping of Christmas chaos.
The mammoth six-minute film, once again devised by Wonderhood Studios and directed by Bafta-winning Molly Manners, is officially the longest ad ever created by a UK supermarket…and to be fair it packs a lot in, including an original score recorded by the Prague Philharmonic Orchestra, no less.
The film is part of a 360-degree campaign, with Omnicom Media agency MG OMD leading on media strategy, planning and buying to deliver a connected, full-funnel approach designed to build awareness, deepen engagement and bring the brand experience into customers’ everyday lives.
Across paid, owned and earned channels, the campaign adopts the same tactics as marketing a movie, using long-form entertainment, trailers, cinema, radio, social content, OOH and retail touchpoints to extend the story and showcase Waitrose’s festive food credentials.
Knightley reprises her role as herself, alongside Wilkinson as Phil ‘Phil Phil’, the lovelorn everyman who won her heart last Christmas. This time, however, there’s a new rival in the picture: Hugo Bunty-Griffin, played by Alex Hassell, a suave groom-to-be with charm to spare.
With Keira seemingly destined for a life with Hugo, Phil is left heartbroken and in need of a grand gesture. Enter a selection of Waitrose ingredients and a plan to win her back with a homemade beef Wellington. What follows is a festive race against the clock, with a few twists, a troublesome dog and one very pointed jar of sauce labelled “Marry Me Instead?”
Spoiler alert: Keira then leaves her wedding aisle to pursue Phil, running through the supermarket aisles in her wedding dress. She eventually tracks him down to his house, gets down on one knee, and proposes to Phil using a “cheeseboard ring”.
The mini-movie ends happily with their kitchen embrace, set to Jennifer Rush’s romantic ballad The Power of Love.
Waitrose chief customer officer Nathan Ansell said: “We have significantly raised the creative and production stakes by extending the mini-film by two minutes, while keeping our exceptional food credentials firmly at the narrative core.
“By leaning into the high-stakes romance, humor, and theatrical charm of classic big-screen sequels, The Perfect Gift 2 delivers a high-impact, 360-degree campaign aimed at driving both emotional brand love and strong commercial momentum across all paid, owned, and earned channels.”
Disney is also getting all “emosh” is year, with “A Disney Holiday Short: The Invisible Horse”, created by Adam & Eve\TBWA and directed by Blinkink director Dougal Wilson.
The narrative follows Jack, a young boy on the cusp of outgrowing his child-like wonder. His perspective shifts when he meets a mysterious, unseen creature and strikes up an unlikely friendship, reawakening his imagination and bringing him closer to his family.
The short leans into Dougal’s signature directorial strengths, combining emotional storytelling with tactile visuals. Dougal crafts the creature’s unseen presence through clever physical interactions, relying on subtle indentations in the snow, shifting furniture, and playful practical lighting cues to make the magical companion feel present in the real world, rather than just appearing as an abstract digital form, making sure to appropriately tug on the heart strings.
Walt Disney Company chief marketing and brand officer Asad Ayaz said: “This season, we’re bringing the best of Disney together to give families more ways to make the holidays magic: a trip they’ll talk about for years, a new favourite to watch together, the perfect gift under the tree and, for the children and families who need it most, a wish come true.”
Meanwhile, over at Morrisons, its agency Leo UK has reimagined “Goldilocks and the Three Bears” for a modern family Christmas in a fully integrated campaign designed to get the nation talking about Morrisons.
The new 90-second film, directed by award-winning film maker Nick Ball, brings the Robert Southey tale to life, playing on the familiar idea that everyone likes things a little differently. At its heart are Morrisons bakers, butchers, fishmongers and deli staff, who make and prepare food in store and help customers find the right cuts, portions and food for their own Christmas tables.
The spot tells the familiar story of a Mum and Dad preparing for their grown-up child to bring a partner home for Christmas for the first time. It just so happens that these parents are Mummy and Daddy Bear.
Daddy Bear heads to Morrisons Market Street, where its skilled fresh food makers help him prepare the family’s festive spread including an enormous salmon, with expert cooking instructions provided by a Morrisons Fishmonger to ensure it’s ‘just right’ for the big day. At home Mummy Bear sets about making the house just right, with a few bear-shaped mishaps along the way. When Baby Bear finally arrives, his new girlfriend is revealed as Goldilocks.
As ‘Goldie’ steps inside, she finds a Christmas that is warm and welcoming rather than fairy-tale flawless. The tree is wonky, the decorations and place settings do not match and her chair is showing signs of disrepair. Her face lights up at the beautiful, homely Christmas and mouthwatering spread with a perfectly sized place setting for each of them. As she sits down to dinner, it is clear that everything has been chosen and prepared with love and care, especially for her. The film ends with the campaign line: “Christmas Made Just Right”.
Morrisons marketing and advertising director Beverley Lumb said: “Everyone has their own idea of what makes Christmas ‘just right’ alongside their own family traditions that make the day feel truly magical. As Christmas comes in all shapes and sizes, we pride ourselves on delivering good, honest value, ensuring every piece of festive fare is crafted with the thought, care and quality for everyone gathered around your table.”
The campaign runs across TV, digital, social, print, OOH and in-store, with 90, 60, 30 and 10 second edits running throughout November and December. Zenith UK has led media strategy, planning and buying, with Fabric on organic social, while MSL led the pre-launch teaser activity. AV production was led by MJZ.
For those who are eager to bring the magic to life, Morrisons is launching an exclusive cuddly bear plush toy, with 50p from the sale of every bear being donated to Marie Curie.
Talking of charity, finally to Oxfam, which has launched a Christmas TV ad that turns a familiar festive ritual into a story of community, kindness and care, inviting audiences to think differently about what they give and what they wish for.
With nearly half the world’s population still living in poverty, “The List” was directed by award-winning film maker Nick Ball and connects Christmas generosity with Oxfam’s mission to fight global poverty and tackle the inequalities that cause it – a mission that has never felt more urgent.
Developed collaboratively by Oxfam and creative agency Happy Hour, the film builds towards a reveal that reframes a child’s apparent wishes for himself as an act of care for others. The wider campaign connects that idea to meaningful gifts that can make a difference, both close to home and around the world. Media is being handled by The Kite Factory.
The 90-second film follows nine-year-old Neel as he writes his Christmas list in his room. From the balcony of his block of flats, he gently releases a balloon carrying his wishes. When his list is discovered the following morning, a community comes together to bring it to life.
Neighbours sew, mend and shop second hand to find and make the gifts. Throughout, viewers are led to believe Neel is wishing for himself. Only when the presents arrive on Christmas Day and he takes them next door to a young mum and her daughter does the film reveal who his wishes were for all along.
The film closes with the question: “If a gift could change the world, what would be on your list?”
The ad forms part of Oxfam’s wider campaign inviting people to create an alternative Christmas list. Ideated by Happy Hour and implemented by digital agency Wholegrain, the digital experience extends the film’s invitation into an interactive list.
Options include a donation towards a fairer world, an Oxfam Unwrapped charity gift, something special from Oxfam’s ethical range, a pre-loved book, second-hand fashion and pre-loved music.
Oxfam head of brand and creative Alya Al-Khatib said: “A Christmas list usually starts with what we want for ourselves. By revealing who Neel’s wishes are really for, we wanted to invite people to look at their own lists differently and imagine what they might wish for in a fairer world.
“His story celebrates community, kindness and care. At a time when nearly half the world’s population still lives in poverty, we want to turn that spirit into action. The digital alternative Christmas list gives people a practical way to express their values through their own Christmas wishes. Choosing meaningful gifts and sharing those wishes with friends and family is one way people can support our work to fight poverty and tackle the inequalities that cause it.”
Related stories
M&S, Sky, Barbour, Lottery: Let it snow, let it snow
John Lewis ‘Gloria and Pickles’: Bigmouth strikes again
Aldi, Levi’s, Gap and Shelter: Driving home for Xmas
John Lewis ‘Gloria and Pickles’: Bigmouth strikes again
Asda, Lidl, Boots, Sports Direct: Get this party started
John Lewis, Thatchers, Very, Dogs Trust: Santa Baby
Debenhams, Argos, Tesco, Sainsbury’s: And, we’re off
Be the first to comment on "Waitrose, Disney, Morrisons, Oxfam: Christmas Lights"