‘The rule is no tongue’: Keira Knightley reveals screen kiss ‘etiquette’ as she reflects on smooching Joe Wilkinson in the Waitrose Christmas advert

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Keira Knightley shared her approach to on-screen kisses, recalling a kiss with Joe Wilkinson in the Waitrose Christmas commercial.

The 40-year-old actress and 50-year-old comedian appear together in a four-minute short film for the retailer, playfully inspired by the romantic comedies of Richard Curtis, particularly his film Love Actually. The film is called The Perfect Gift.

Joe is a kind and single man named Phil. He battles his shyness to try and win the heart of Keira Knightley, who plays herself in the film – often seen wearing comfortable scarves and pajamas – and is also looking for love.

The advertisement shows a sweet, slightly silly love story between the couple, ending with Joe making Keira’s grandmother’s famous turkey pie. They then share a romantic kiss, just like in a movie.

Keira has shared that she and Joe had a clear understanding for their on-stage kiss: no tongues, and absolutely no kissing after eating anything with a strong smell!

On the Dish by Waitrose podcast, Keira firmly stated that Waitrose Christmas products will not include tongue. She emphasized this point repeatedly, simply saying, ‘No tongue,’ to make it clear that it’s a strict rule for their Christmas offerings.

She continued, explaining there’s a certain etiquette to consider. If you strongly dislike someone, it’s best to ensure you’re clean and presentable. But if you’re trying to make a good impression, fresh breath – like from minty gum – is essential.

No, that’s just a fundamental human preference—like choosing not to have garlic for lunch, unless you really dislike someone, in which case, go ahead and load up on it! That’s perfectly understandable.

‘Yeah but no definitely, yeah, we were both minty fresh.’

She described the kiss, saying he was very sweet, but his thick beard made it difficult to actually reach his lips.

While watching The Traitors, my kids repeatedly asked if I’d kissed anyone. I explained that it was more of a quick brush against his beard.

She admitted she hadn’t really noticed anything else, saying, ‘I was too focused on his beard – it was really thick and impressive!’

When asked if Joe seemed nervous about the kiss, she admitted it felt strange. She explained that it’s odd to share a kiss with someone you’ve just met, especially after only knowing them for a couple of minutes.

I don’t really recall him minding at first, but he definitely didn’t like the dancing. Once he got into it, though, he was actually really good. Overall, I think he was okay with everything.

Directed by Molly Manners, an award-winning director known for her work on Netflix’s ‘One Day’, this charming advertisement aims to highlight both the store’s high-quality food and its sophisticated brand image.

Waitrose embodies the comforting, traditional spirit of Christmas and everything quintessentially British, much like enjoying a pint at a classic pub called The Pie Makers Arms – the very setting of their advertisement.

Poor Phil, still grieving, is comforted by his friends who gently suggest that his late wife, Shelley, would want him to find happiness with someone new. (Joe, who played Uncle Phil in last year’s popular Waitrose Christmas ad, portrays Phil.)

We don’t know if Shelley used to date Phil or if she’s just someone he avoids, similar to how Colin Firth’s girlfriend is treated in Love Actually. However, Shelley has stated that Keira Knightley is the only person she could ever see herself with next.

To which Phil’s friend scoffs ‘Keira Knightley? Well, good luck with that mate.’

The scene opens with a charming meet-cute at a Waitrose deli counter – specifically, the one in Kingston, Surrey. Both characters coincidentally ask the shop assistant for the same cheese: Sussex Charmer Mature Cheddar.

They go on a date, and then you see the typical romantic comedy scenes – like them happily walking in the snow, playfully roughhousing, sharing snacks on the couch, and gradually getting closer. It’s only a matter of time before they become a couple.

As a huge fan of the Waitrose ad, I think it’s brilliantly about showing love through food. For me, Keira Knightley isn’t just handing Phil a plate of biscuits; she’s saying that even guys who seem a bit unassuming – the kind who wear duffle coats – deserve to be with someone amazing, like a movie star! It’s such a sweet and relatable message.

Phil jokingly referenced a famous scene from the movie Love Actually, quoting a line about realizing you’re the focus of attention, but applying it to his biscuits!

Love isn’t always easy, and after a misunderstanding, Phil decides to show Keira how he feels by baking her a turkey pie – using her grandmother’s special recipe.

Honestly, the details of how this amazing find happened aren’t important – sometimes you just have to embrace the magic, right? As a lifestyle expert, I always say don’t overthink things! What is important is that it’s inspired by Waitrose’s top-selling Festive Turkey Pie. Think incredibly tender cider-marinated turkey thigh, all wrapped up in the most buttery, flaky puff pastry. And the best part? It serves two for just £8.95 – a little slice of cozy heaven!

Delivering the item to Keira’s beautiful white house as snow falls heavily, the scene strongly echoes the famous cue card scene from Love Actually, where Mark shows up with a CD player to profess his love for Keira’s character, Juliet. Predictably, the moment culminates in a kiss.

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2025-12-17 12:20