In a move blending celebrity glamour with festive cheer, Waitrose has launched its Christmas 2025 advertisement starring acclaimed actress Keira Knightley. Billed as an industry first, the advert breaks from tradition by presenting itself as a fully-fledged, four-minute romantic comedy.
A Mini Romcom for the Festive Season
The advert, which began airing in November 2025, features Knightley alongside comedian Joe Wilkinson. The plot follows a glum widower, played by Wilkinson, who has a chance encounter with Knightley in a Waitrose store. Their meeting sparks an immediate connection, leading to a series of charmingly relatable dates.
The narrative includes a pub visit, baking sessions creating biscuits shaped like Wilkinson's face, and a moment of mistaken identity where he suspects Knightley's brother is a romantic rival. The short film culminates with a heartfelt pie-making gesture and a romantic kiss in the snow, offering a classic, feel-good story just in time for the holidays.
Why This Advert Works (The First Time)
Initial reactions suggest the advert is a success, largely due to its clever casting and execution. Keira Knightley, forever associated with the festive classic Love Actually, brings a sense of romcom royalty and comforting familiarity to the role.
Her participation is seen as a savvy move, both for the upmarket supermarket and for the star herself. It signals a return to a genre she has largely avoided for two decades, reminiscent of other actors revisiting their iconic roles. The advert's sweet, funny, and heartfelt tone is a marked contrast to some of its more sentimental competitors, making it a refreshing watch.
As one critic noted, it's proof that even A-list stars aren't above doing things for money, a sentiment many find highly relatable.
The Looming Threat of Festive Overkill
However, a significant caveat hangs over this positive review. The charm of any romantic comedy, especially one as lightweight as this, is often fragile and can diminish with repeated viewings.
Unlike a film you choose to watch, a television advert is designed to be forced upon you. With a marketing budget ensuring it will be broadcast dozens of times over the next six weeks, the initial sweetness risks turning into festive fatigue.
Imagine being subjected to the entirety of Love Actually as an unskippable pre-roll advertisement before every online video. The quirks and illogical moments that seem charming at first could quickly become irritating, potentially transforming this mini-masterpiece into a source of seasonal annoyance.
For now, Waitrose and Keira Knightley have created a classy, effective piece of festive advertising. But whether public opinion will remain so warm after weeks of relentless airtime remains to be seen.
