Creative Salon Loves... Waitrose's The Perfect Gift 2

Waitrose and Wonderhood Studios have once again delivered a Christmas masterstroke. The return of Keira Knightly and Joe Wilkinson, who, despite seemingly having no real reason to be in one another’s professional orbit, have chemistry that leaves you wanting more. Once again directed by BAFTA-winning director Molly Manners (best known for her work on the hit Netflix series One Day), the sequel serves up an emotional rollercoaster of romance, comedy and delicious festive food.

The Perfect Gift 2 has the opportunity, on paper, to be an unnecessary second version, a repeat of the year previous, but it’s anything but that. It's a real showcase of humour and romance mixing together, leaving you, for a moment, forgetting it's an ad and seeing it instead as a short film. Not bad for a sequel. In fact, that's quite some Christmas gift.

It’s got everything you want in a memorable piece of advertising – a solid storyline, wit (not just from Wilkinson), and charm that you can’t help but smile at (yes, even the near 20-second kitchen smooch). 

The cast helps too; while Knightly and Wilkinson again shine, the seamless arrival of Rivals’ Alex Hassell proves Waitrose is using its star-power appeal in all the right ways. 

Despite seeing some of Britain’s much-loved rom-com tropes, the work is (surprisingly) refreshingly not very Christmassy. Yes, there’s snow, Christmas lights and a tree, but it’s subtle. And it works. Instead of a glossy snowman at front and centre, Waitrose’s beef wellington takes the stage, and it’s a clever move to weave its produce into the cinematic world it’s created. 

Brits are simple: We love a bit of a laugh. We love food. And we love a power ballad. 

Jennifer Rush’s The Power of Love (who might owe the supermarket a nod if it challenges the Christmas charts) is the perfect track for the work, and I’m sure I’m not the only one who had it stuck in my head for the remainder of the day.

While the majority have seen the hero film, the lucky few at its premiere screening witnessed its social work that’s set to roll out in the coming weeks. Those will inevitably get the people talking; they’re a smart way of giving more of the ‘Waitrose Cinematic Universe’, while answering audience questions: Why did they break up? (Mustard…) What was it like behind the scenes? 

It’s product films offer a flavour of fun that gives a new setting entirely, with Phil and Keira celebrating Christmas Day; Knightly lusting over a piece of smoked salmon on a rye cracker is one I’m sure will soon make itself known sooner rather than later. 

Creative Salon loves the work. And I for one am utterly invested in a fictional relationship between the deadpan Joe Wilkinson and Hollywood beauty Keira Knightly. Not a sentence I thought I’d ever write.