The battle of the Christmas adverts is underway, with Britain’s biggest brands competing for our attention, emotions and Christmas spending. This year, Waitrose is stealing the show. Not with a big sales pitch, but with a great story.
At six minutes long, The Perfect Gift 2 is the longest Christmas advert ever released by a UK supermarket. It reunites Keira Knightley and Joe Wilkinson as the wonderfully awkward, lovelorn Phil. There’s a romantic rival, a looming wedding, a jar of sauce labelled “Marry Me Instead?” and a homemade beef Wellington at the heart of it all.
It’s funny, heartwarming and memorable. And that’s the power of great storytelling. As Seth Godin famously said, “Marketing is no longer about the stuff that you make, but about the stories you tell.”
So, what can we learn from Waitrose about telling stories that cut through the noise and stand out from the competition?
First, make us care. Great stories create emotional connections. Understand your customers, their challenges and what matters to them. Make them the hero of your story.
Next, take us on a journey. Build curiosity, create interest and show customers what’s possible. Give them a reason to stay engaged and demonstrate how you can help them achieve their goals.
Finally, deliver an ending that sticks. Leave your audience with a clear message, a memorable thought or a compelling reason to act.
What makes the Waitrose advert so effective is that the products aren’t simply being promoted; they’re woven naturally into the story.
And that’s the real lesson. You don’t need a Hollywood budget to tell a great story. Whether you’re pitching for business, giving a presentation or influencing a decision, a compelling story helps you stand out, build connections and inspire action.
