LIVE: Watch the Waitrose Christmas advert starting Keira Knightly

Waitrose has launched their 2026 Christmas advert, reuniting of Keira Knightley and Joe Wilkinson.

Entitled The Perfect Gift 2, the new advert brings back the unlikely romantic pairing, following last year’s festive love story which saw the two characters find romance in the aisles of the upmarket supermarket.

The supermarket has released the advert this morning – Tuesday, 10 November, at 6.30am.

In its press release, Waitrose said: “Keira Knightley reprises her most personal role to date, playing herself, alongside Joe Wilkinson as Phil ‘Phil Phil’, the lovelorn everyman who won her heart last Christmas.

“This year, Keira swaps the wedding aisle for the man she met in the Waitrose aisle. But will their festive love story have a happy ending?”

Knightley, known for films including Love Actually and more recently the Netflix thriller Black Doves, returns alongside Wilkinson, whose television credits include After Life.

The campaign represents another attempt by Waitrose to establish a memorable festive advertising tradition, with the retailer clearly hoping audiences will be just as invested in the couple’s latest chapter as they were in their unlikely romance last year.

There will also be an added incentive for the supermarket to deliver a hit this Christmas. Its parent company, John Lewis Partnership, has faced a wave of criticism from advertising industry commentators and consumers over this year’s John Lewis Christmas campaign, putting further attention on the group’s festive marketing efforts.

Waitrose will also be looking closely at the reception for rival Marks & Spencer’s latest Christmas offering, which was released this morning.

Starring James Norton and Amandaland actress Lucy Punch, the M&S campaign is another high-profile contender in what is always one of the most competitive periods in the UK advertising calendar.

With the return of Knightley and Wilkinson, Waitrose is hoping that a little festive romance will prove to be the perfect recipe for Christmas advertising success.

The Perfect Gift 2 will be broadcast in full tonight at 8 p.m. on ITV1.

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