Waitrose’s Christmas 'mini film' actually feels like one

The term ‘mini film’ is thrown around a lot by advertisers, but Waitrose’s, erm, mini film, actually deserves the moniker.

With a returning cast, sequel status (it returns to last year’s setup), orchestral score, theatrical release strategy and food written into the plot, Waitrose’s Yule Tide ad genuinely feels like you’ve just binged a Christmas weepy.

‘A Perfect Gift 2’ is officially the longest advert produced by a UK supermarket. Created by Wonderhood Studios and directed once again by Molly Manners through Biscuit Filmworks, the sequel reunites Keira Knightley and Joe Wilkinson.

To get you up to speed, last Christmas (Wham reference unintended), Wilkinson's Phil met Knightley, playing herself, at a Waitrose cheese counter and eventually won her heart with a homemade turkey pie. The ad was largely forgettable, to be honest (although its impressive System 1 score of 5.9 would disagree), but this year’s continuation really dials it all up.

We rejoin the cast as things have apparently gone quite badly for the couple, and Keira seems to have shacked up with a rather smug-looking posh dude (Jeez, it’s only been a year, you move fast, Knightley).

Anyway, Keira is about to marry the smarmy estate owner (named ‘Hugo Bunty-Griffin’, and played by Alex Hassell), and Phil is all dishevelled-looking after their breakup.

Waitrose food, unsurprisingly, plays a key role in Phil’s comeback as his friends intervene and convince him there is still time for one last grand romantic gesture.

He makes a beef Wellington to take to the wedding, and what follows is pure Richard Curtis final act stuff. In fact, there’s even a knowing nod to Notting Hill in the conclusion.

After a disappointing John Lewis outing this year, this ad, along with Morrisons’ bears, has been peak Christmas magic-making for me.

Too many brands are making their ads extra long of late, turning what was once an intriguing novelty into a bit of a chore. ‘A Perfect Gift 2 ’, however, is structured with well-paced momentum. It’s known for its hackneyed references, and it drops the food into the plot without it feeling too tenuous. Touche Waitrose.

Credits

Client: Waitrose & Partners
Creative agency: Wonderhood Studios
Chief customer officer, Waitrose: Nathan Ansell
Creatives: Jennifer Ashton and Oliver Short
Executive creative directors: Jack Croft and Stacey Bird
Director: Molly Manners
Production company: Biscuit Filmworks
Cast: Keira Knightley, Joe Wilkinson and Alex Hassell
Original score: Prague Philharmonic Orchestra
Closing track: The Power of Love, Jennifer Rush