David Reviews

 Biting the hand that feeds us since 2002.

Waitrose
"Essentials"
20s
12 September 2017
UK Supermarkets

Waitrose show off the quality of their everyday items in this straightforward ad. Roger McGough's comforting voiceover does a lot for the hardworking film, which shows off such staples as cheese, sausages, and... butternut squash? It seems the posh vibes are impossible to hide, no matter how relatable the supermarket is trying to be.

Squarespace
"Atlas"

Saam said:

Never commented before but this is just too good. Top work!!!


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Waitrose
"Essentials"
20s
12 Sep 2017
Waitrose show off the quality of their everyday items in this straightforward ad. Roger McGough's comforting voiceover does a lot for the hardworking film, which shows off such staples as cheese, sausages, and... butternut squash? It seems the posh vibes are impossible to hide, no matter how relatable the supermarket is trying to be.

Waitrose
"Cherry Orchard"
40s
6 Jul 2017
Bees buzz and cherries simmer as Waitrose once again put their ultrasonic microphone to good use. The supermarket continues to extol its eco-friendly credentials - hence, we're informed their cherries are sourced from LEAF accredited orchards like this one. Lovely thud of cherry hitting plate to finish.

Waitrose
"Taste"
20s
14 Jun 2017
A stripped-back ad for Waitrose aims to titillate the senses by focusing on the sound associated with food. Chickens (in their pre-food state) peck their way through a field to establish the supermarket's free-range credentials, before we're treated to the satisfying sizzle of a piping hot skewer of meat. Vegetarians look away now.

Waitrose
"Maldives Tuna"
30s
5 Apr 2017
Waitrose may have recently ditched free tea and coffee from their stores, but they remain committed to fresh, sustainable produce. We join a Maldives fishing crew as they prepare another handline catch, giving shoppers an appealing glimpse at the source of their tuna. There's also a 360-degree component for anyone who fancies an on-deck view.

Waitrose
"Cheese"
20s
12 Dec 2016
A welcome return for Waitrose's elegant food campaign. This time, the supermarket entices us with some Vacherin cheese. The sound of cheese bubbling away is hard to resist. Before long, a slice of toast pierces the top layer and collects some of the oozing goodness beneath. An absence of VO or background music only enhances the experience.

Waitrose
"Bacon and Banana"
20s
12 Dec 2016
Bonkers - sorry, experimental - chef Heston Blumenthal has concocted some unusual festive treats for Waitrose. If you're bored of bog-standard trifle you can bin the sherry and strawberry jelly and give bacon and banana a go. Better not spring this one on guests without warning, even if the food photography here does make the dessert look intriguing.

Waitrose
"Coming Home"
1 min 50s
13 Nov 2016
adam&eveDDB have created a greater synergy between John Lewis's and Waitrose's advertising this Christmas. It's just over a year since they took over the supermarket's account and because of the way they've implemented some of the strategy that has made their partnership with John Lewis so successful, the connection between the two seems ever more evident.

Waitrose
"Beef & Chorizo Chilli"
40s
22 May 2016
The sights and sounds of the farm (especially the sound, which has has been brilliantly done) are all the more appealing now that they're being connected to food available from posh supermarket. Shots of cows in a field followed by glimpses of coriander growing has more going for it than you might guess and substantially reinforces the idea of fresh produce.

Waitrose
"Tanzanian Ice Cream & Blood Orange Sorbet"
40s
24 May 2016
We're loving this campaign approach from Waitrose. Eschewing honeyed VOs describing the decadent qualities of products shown onscreen, we're treated instead to soundscapes from the environment various ingredients are grown in. For instance, this picks up on seething insect and birdlife in Tanzanian cocoa bean fields, and the contrasting shushurration of leaves in Sicily's orange groves.

Waitrose
"Fish"
40s
9 May 2016
The latest instalment of Waitrose's campaign celebrating the freshness of the food available from the supermarket is probably the best yet. Anyone with concerns about fish stocks will want to know whether the cod they eat has been responsibly sourced so buying it from a retailer they trust makes perfect sense. Plus the food looks ace.

Waitrose
"Chickens"
45s
19 Apr 2016
More from the live feed at one of the farms supplying Waitrose in this ad featuring chickens. Once again, there's no voiceover and this cleverly adds to the sense of the rural idyll providing the posh supermarket with all its wares... a point underlined by the super informing us that only Waitrose can promise all its eggs are free-range.

Waitrose
"Cow"
45s
15 Apr 2016
To highlight the wholesomeness of the food on their shelves, Waitrose are enabling punters to watch a live feed from some of the farms that provide them. It's a satisfyingly peaceful watch and a sweet idea... though it probably isn't a great idea to signal how few people are actually watching it any given time... it's 37 at the time of writing.

Waitrose
"Easter Eggs"
20s
20 Mar 2016
Trust Waitrose to provide a swanky spin on the humble Easter egg. The camera pans across a kitchen table revealing the supermarket's range of seasonal confections, including Sicilian lemon, arabica coffee, and Scottish raspberry varieties. It ends with Heston Blumenthal taking a break from his gastronomic experiments to indulge his sweet tooth.

Waitrose
"Pick Your Own Offers"
40s
20 Jan 2016
This is an interesting initiative from Waitrose. You can identify ten items that you buy more often than any other (from a list of "hundreds") and then receive a 20% discount on those ten items whenever you purchase them from the supermarket. It's an appealing idea and seems certain to draw additional punters to the supermarket, especially as it's being communicated with Waitrose's trademark sense of well-being.

Waitrose
"Cheddar For Afters"
20s
9 Dec 2015
The latest instalment in Waitrose's Christmas campaign is cheesy in the best possible way. Roger McGough provides a familiar lyrical bent to a script celebrating the food that provides a little light relief after the main feast. Wookey Hole cheddar is suggested as an after-dinner treat in appealing fashion, and the camera gets in close enough for you to get a good whiff of it.

Waitrose
"Gingerbread Stuffing"
10s
11 Nov 2015
Having presented the viewing public with their impressive 60" main course, Waitrose turn their focus to plugging the individual ingredients that can help elevate your Christmas nosh. If punters are on the fence about the merits of gingerbread stuffing and the like, the warm tone of these short ads will help nudge shoppers towards taking a punt.

Waitrose
"Make It... Christmas"
60s
4 Nov 2015
The Christmas comfort dial has been turned to maximum in this sumptuous commercial for posh supermarket's seasonal offerings. Roger McGough has been kept on after the switch from BBH to adam&eveDDB and so - it has to be said - has the winning tone established years ago by Stuart Douglas.

Waitrose
"The Warmest Season"
60s
1 Oct 2015
When the most obvious choice is also the smartest choice it always sounds a bit denigrating to describe it as a 'no-brainer' but when the John Lewis Partnership decided to extend its relationship with adam&eveDDB by asking the agency to create Waitrose's advertising, it really couldn't be described any other way.

Waitrose
"Christmas Gingerbread"
90s
9 Nov 2014
Waitrose often bucks the trend with their advertising themes - for instance, the pared-down style they chose two years ago in order to give more money to charity. This year, the focus is on a young, slightly troubled girl who discovers that by making something her own, she can really care about it. In the same way, it goes on to say, staff at Waitrose own the upmarket store - so they invest real care in it too... which naturally benefits all who shop there.

Waitrose
"Very Small Holding"
90s
4 Apr 2014
This delightful commercial for Waitrose by BBH underlines the difference that a sense of ownership can make as we see a boy painstakingly transforming a small space in the garden into an allotment. The whole family then celebrates his modest success by taking a bite each of the tiny carrot he manages to grow.

Waitrose
"Secret Valentine's Helper"
40s
11 Feb 2014
Never ones to be outdone by possible competitors, Posh Supermarket is not only promoting a Heston Blumenthal-concocted Valentine's menu, but also suggests it's so good he may as well be serving it to you in person. Just look at the painstaking way he bends over than main course! Just listen to him summonsing the pannacottas! All this without even having to buy your own kitchen blowtorch. A bargain... and the food looks gorgeous.

Waitrose
"January"
40s
6 Jan 2014
Waitrose had a good Christmas and they're clearly hoping to build on it by encouraging us to use them more for our everyday shopping. The key emphases in Roger McGough's script concern the ownership of the company (Waitrose staff are twice referred to as 'partners') and on value: prices are matched with Tesco and delivery is free - more than can be said of McGough, presumably.

Waitrose
"Buck's Fizz"
20s
11 Dec 2013
Waitrose inevitably manage to make that old Christmas standby - the Buck's Fizz - look classy and new. Discount Champagne and Cava aren't made to sound like cheap promotions so much as quality drinks to be snapped up at an excellent price, which you can then use to make elegant cocktails with a slight twist. Nicely done.

Waitrose
"Beef"
20s
1 Dec 2013
Posh Supermarket shows off a range of roasts that look effortlessly delicious and very festive. As in other executions, Roger McGough's avunclar VO uses the language of cooking to describe the attitude required for the actual act of cooking. Hence a contented-looking chap sitting down with a civilised tot of sherry to "rest".

Waitrose
"The Story of Giving Chocolates"
40s
4 Dec 2013
Take one award-winning director with an unparalleled eye for composition; hand him an excellent script that gives him the freedom to exploit all his skills; throw in some classy-looking props; secure the services of the quirky-looking brand spokesman; film it in a beautiful setting... and blend.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.