Waitrose has unveiled its 2025 Christmas advert, starring Keira Knightley in a four-minute romantic comedy that has been hailed as the best of the festive season. The ad, directed by an unnamed filmmaker, follows a widower played by Joe Wilkinson who meets Knightley in a Waitrose store, leading to a whirlwind romance involving biscuit-making, a pub trip, and a snowy kiss.
Critics have praised the advert for its charm and humour, noting that Knightley's return to romcom territory—after starring in Love Actually over two decades ago—adds a layer of nostalgia. The ad has been described as 'sweet and funny' and avoids the emotional manipulation seen in some other Christmas campaigns, such as John Lewis's avant-garde offering.
However, some have questioned the claim that it is an 'industry first', pointing to previous ads that used romcom tropes, such as a 2023 Nissan commercial. The advert's length of four minutes is also far shorter than the longest TV ad ever made, a 14-hour Old Spice spot from 2018.
Despite the initial positive reception, there are concerns about overexposure. With the ad set to air repeatedly over the next six weeks, viewers may tire of it, much like watching Love Actually on a loop. The risk is that the advert's charm could wear thin with repeated viewings, leading to irritation rather than festive cheer.
