Waitrose releases six-minute Christmas advert starring Keira Knightley

Waitrose has launched its 2026 festive campaign with a six-minute cinematic romantic comedy titled ‘The Perfect Gift 2’. The advertisement, which is noted as the longest commercial released by a British supermarket, features Hollywood actress Keira Knightley and comedian Joe Wilkinson.

The storyline serves as a sequel to the previous year's campaign, depicting a love triangle. Knightley’s character faces a wedding to Hugo Bunty-Griffin, played by Alex Hassell, while Wilkinson’s character, Phil, attempts to win her back with a homemade beef Wellington. The production includes appearances by This Morning presenters Dermot O'Leary and Alison Hammond.

Directed by Molly Manners, the high-budget production features a score by the Prague Philharmonic Orchestra. The release comes amid a competitive festive advertising season in the UK, contrasting with Lidl’s populist approach and recent criticism directed at John Lewis’s seasonal offering.