Waitrose has finally launched its highly anticipated Christmas advert for 2025, and the delayed release has proven to be well worth the wait. Arriving after competitors like John Lewis, Sainsbury's, and M&S had already unveiled their campaigns, the upmarket supermarket's festive offering is a charming four-minute mini-film that many are already calling the standout advert of the season.
A Star-Studded Festive Romance
The Waitrose advert, titled 'The Perfect Gift', features an impressive cast led by Academy Award-nominated actress Keira Knightley and celebrated comedian Joe Wilkinson. Wilkinson, who viewers may remember as the doddering Uncle Phil in Waitrose's 2024 whodunnit-themed advertisement, returns in a transformed role as the romantic lead, Phil. His casting comes hot on the heels of his appearance in the year's most talked-about television programme, Celebrity Traitors.
Knightley's involvement brings a delightful meta-quality to the production, given her iconic role in the Christmas classic Love Actually, which firmly established her as a staple of the romantic Christmas genre. This connection is not lost on the advert's creators, who have crafted a story that pays direct homage to the beloved film.
The Story Unfolds: From Cheese Counter to Christmas Pie
The narrative begins with Wilkinson's character, Phil, feeling lovelorn after a recent breakup. While consoling himself with friends at a west London pub called The Piemakers Arms, he lamentably reveals that his ex-girlfriend claimed the only person he could possibly move on with would be Keira Knightley.
In a delightful twist of fate, Knightley—playing a version of herself—appears in the very next scene. The couple's 'meet-cute' occurs authentically at the Waitrose cheese counter, where both reach for the same piece of Sussex Charmer mature cheddar simultaneously.
What follows is a beautifully paced miniature romantic comedy, complete with a loved-up montage set to tinkly, romantic music. The chemistry between the film star and the comedian is remarkably genuine, culminating in a bumbling, Hugh Grant-esque date request from Wilkinson's character that will leave viewers unable to suppress a smile.
The romantic frolicking hits a temporary obstacle when Phil spots a Christmas gift to Knightley from a mysterious 'Mark', signed off with a kiss. Plunged back into despair, he turns to his mother for advice. Her wisdom—'Cooking for someone is love'—inspires him to attempt a grand romantic gesture using Knightley's own nan's pie recipe.
A Nod to Christmas Cinema Classics
The advertisement's climax delivers a heartfelt homage to Love Actually's famous doorstep declaration of love scene. While Lidl's Christmas advert also references this iconic moment, Waitrose's version feels particularly fitting with Knightley's involvement. Wilkinson appears at her door, pie in hand—a product that will soon be available to purchase in Waitrose stores—and after a humorous mix-up revealing that Mark is actually Knightley's brother, he presents the pastry with the words 'I Love You' baked into the golden crust.
Set to the soaring James track 'She's a Star', the couple's lip-lock provides the perfect romantic conclusion, with the tagline 'And they ate happily ever after' sealing the deal on this winning narrative.
Behind the camera, directing duties were handled by Molly Manners of One Day fame, ensuring the production values and emotional beats hit with professional precision. The advert's romantic comedy credentials received the ultimate endorsement from genre master Richard Curtis, who described it as 'Sweet as pie'.
In addition to the full four-minute version, Waitrose has released a snappy 60-second teaser that plays out like a classic film trailer, complete with the booming omniscient voice reminiscent of trailer spoofs in the Christmas film The Holiday. This shorter version features a more overt Love Actually reference, with Knightley begging Phil, 'Please don't have cue cards,' as he stands at her doorstep.
Knightley described the experience of making the advert as 'silly, fun and delicious', while Wilkinson joked about the challenges of his role: 'As you can imagine, it was tough having to eat the delicious Waitrose food and falling in love with Keira, but I just got on with it, like the trooper I am!'
The campaign represents a significant investment from Waitrose, with the starring duo expected to appear on advertising across buses, buildings, and social media platforms in the coming weeks. By the time Christmas arrives, viewers may find themselves wishing for a feature-length version of this delightful festive romance.
