Waitrose has avoided glitz and glamour once again as it puts community spirit at the heart of its Christmas advert.
The 90-second advert focuses on a group of villagers who become trapped inside a pub on Christmas morning following a snowstorm.
The black and white commercial shows the revellers trying to leave the pub to get home in time for Christmas dinner.
Set in Britain’s highest pub, The Tan Hill in the Yorkshire Dales, the group soon realise they are stuck and come together to create their own festive meal.
It features Guy Farley’s rearranged version of Mykola Leontovych’s 1914 classic ‘Carol of the Bells’, and is created by Adam & Eve DDB – the same company behind John Lewis’ Moz the Monster ad.
Waitrose said the ad reflected the different needs for customers at Christmas.
“Food plays an essential role in bringing people together,” said Waitrose customer director Martin George.
“When we have the opportunity to eat with others, we can enjoy great food and feel closer to those we share the experience with. As our ad depicts, eating together is a way to share not just food but friendship and community spirit.”
The aid will air on Sunday during ITV’s The X Factor, and across Waitrose’s website and own channels.
Adam & Eve DDB joint CEO Tammy Einav said: ”This year’s campaign is something different from Waitrose and redefines the concept of the family coming together around a home cooked meal. We have a different ‘family’, a different reason for being together and a different version of a home-cooked meal. But when the food is the quality of Waitrose, the joy of Christmas dinner is as strong as ever.”
It follows last year’s widely acclaimed telling of the true story of the extraordinary annual winter migration of the Scandinavian robin.