Waitrose Made a Near Six-Minute Christmas Ad With Keira Knightley

What happened

Ad Ranking’s 2026 Christmas ads tracker says the film was made with Wonderhood Studios, directed by Molly Manners and set to “The Power of Love” by Jennifer Rush. The cast includes Keira Knightley, Joe Wilkinson and Alex Hassell. The tracker cites Decision Marketing for the claim that it is the longest advert ever made by a UK supermarket.

Ad Ranking calls it the boldest bit of brand building in the field, and says a film this long gives people a reason to go looking for it, though it admits nearly six minutes is a big ask.

Why it matters

Most Christmas ads fight for attention in a 60-second break. A six-minute film changes the contest: it is content people choose to watch, not an interruption. That only works when the story is good enough to earn the time, and when the brand is happy to be a supporting character.

What it means for your brand

• Decide whether you are buying attention or earning it. Length is a strategy choice. Our guide to brand story examples shows stories that earn their time.
• Build a sequel. The title says it all: “The Perfect Gift 2” asks people to remember last year’s film. A recognisable series lowers the cost of every new one.
• Start with the idea, then the format. Do not make a long film because you can. Start with the brand strategy, then pick the length.

Cover photo by Laura Nyhuis on Unsplash.