Waitrose's Christmas advert has been dubbed 'the best ever'

Christmas adverts have become somewhat of a competition between brands over the last decade! Started by John Lewis, retailers such as Asda, Aldi, Debenhams and M&S have all jumped on the phenomenon, often spending millions to provide the perfect festive ad.

On 12th November, Waitrose debuted their 2025 Christmas ad, which features Hollywood actress Keira Knightley and The Celebrity Traitors star Joe Wilkinson.

Titled The Perfect Gift, the four-minute long advert sees an unlikely romance form between Keira, who plays herself, and Joe, who takes on the role of a man called Phil, as the pair both order Sussex Charmer cheese at the Waitrose counter.

Watch the Waitrose Christmas advert below:

The advert begins with downcast widower Phil sat in a cosy pub called The Piemakers Arms with his two friends. When his friend tells him: "It's time to move on, it's what Shelly would have wanted," Phil says: "She said the only person I could move on with was Keira Knightley."

The advert then cuts to Phil and Keira at a Waitrose cheese counter, both asking for the Sussex Charmer mature cheddar.

When Phil asks Keira on a date, she accepts immediately, and the pair go on to build a connection, going on dates, sharing laughs and seemingly spending the festive season together.

However, wiping the beaming smile off his face, Phil sees a neatly wrapped Christmas gift on the coffee table, featuring a tag which reads 'Love, Mark x'.

Concerned he's got competition, a downcast Phil returns to the pub with his two mates, before a FaceTime call with his mum inspires him to cook for her to win her over.

Getting his act together and rushing to the kitchen, Phil bakes a delicious looking turkey pie, featuring the words “I love you” in pastry. Paying homage to Keira's famous door scene in Love Actually, Phil then turns up at her door and unveils the pie, but he's left heartbroken when a good-looking mystery male appears alongside her - a playful wink to the Mark cue-card scene in the iconic movie.

Walking away feeling deflated, Keira chases after him, revealing Mark is actually her brother, not her lover! The pair then share a romantic snog as James' 'She's A Star' plays out, before the words 'and they ate happily ever after' appear on screen.

After watching the heart-warming advert, many have called for it to be turned into a feature length Christmas movie, whilst others have dubbed it the 'best Christmas advert ever'.

One wrote: 'Now, that's how you do it. A cracking Christmas advert. Funny, heart warming and it felt like Christmas', with another writing: 'This needs to be a full film loved it'.

Somebody else said: 'We need a whole series, every Christmas we get an update on where they are now in the relationship. Get on it now!!' (sic)

Another gushed: 'I love it and it actually feels like Christmas, best xmas ad of 2025 🎄👏👏👏', with another writing: 'Best Christmas advert this year! Well done Waitrose! 🎉'.

Now take a look at where to watch your favourite Christmas films:

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