Keira Knightley has been having quite the moment. After starring in a Netflix thriller and releasing her first children’s book, she’s now fronting what may be the year’s most upscale seasonal milestone: the Waitrose Christmas advert. And not just any advert—one that proudly calls itself “an industry first.” In truth, it’s less of an ad and more of a four-minute romcom squeezed into your TV break.
The storyline plays out like a breezy parody of Notting Hill: Joe Wilkinson’s lonely widower bumps into Knightley at Waitrose, sparks fly instantly, and soon they’re baking lookalike biscuits, downing pints, and kissing in the snow. It’s absurd in places—there’s even a fleeting sibling-romance misunderstanding—but it’s also warm, charming, and surprisingly heartfelt. In short: it works. A lot of that comes down to Knightley, who slips back into romcom mode with the ease of someone who practically defined the genre.
But for all its charm, the “industry first” claim is questionable. It’s not the first ad to lean into romcom tropes, nor is it anywhere near the longest commercial ever made. Still, it may very well be the first to hinge on people falling for each other over facial-hair-decorated biscuits. Fair enough—advertising needs its quirks.
The catch, of course, is the unavoidable truth of Christmas advertising: you will not be allowed to watch this ad once. Oh no. Over the next six weeks, you’ll be force-fed this mini romcom across every commercial break, social feed, and pre-roll imaginable. And the sweetness that works so well the first time may sour quickly when it becomes an involuntary part of your daily routine.
So yes, Knightley’s Waitrose film is adorable—for now. But ask again in mid-December, after your 47th forced viewing, and there’s a real chance that this charming little love story will feel less like a comforting holiday treat and more like a festive psychological endurance test.
