Waitrose is a chain of British supermarkets, which forms the food retail division of Britain's largest employee-owned retailer, the John Lewis Partnership. Its 2017 Christmas ad “Snowed In” encourages viewers to gather round and enjoy delicious food but, most importantly, to spend Christmas together.
The one-and-a-half-minute long video does a great job of telling a story using minimal dialogues. Filmed in black and white, the ad contains gorgeous visuals of a group of people making their way to an inn in a heavily snowed-in town. As they enter the inn, people are shown sitting and enjoying their drinks with a crackling fire and the buzz of happy conversations, until someone announces that the inn is snowed in and they can’t get out. The lights go off, and after panicking for a while, the customers get together to make a delicious Christmas spread using Waitrose groceries. Even though the ad is in black and white, the videography manages to make the food look very tempting and delicious. The feast includes meat, cakes, pies, drinks and bread. They set the table and soon as they are ready to eat, rescuers enter the inn and tell them that they’ve managed to get the snow out, only to discover that the stranded customers are about to dig into a delicious spread.
The story is unique and very compelling, and does a great job of advertising Waitrose products without explicitly mentioning it in the script. The background score is a Christmas carol, in line with the theme of the ad. The technique used is masterful and engaging, and the writing is crisp and to the point. Overall, the Waitrose ad does a great job in its Christmas advertising by telling a story and engaging viewers, providing excellent visuals, and ensuring that the video is memorable.