Waitrose has created its first black and white advert for this year’s Christmas campaign as it looks to put community spirit at the heart of the festive season.

The TV ad, created by adam&eveDDB and launching this evening (12 December) during The X Factor, is inspired by real-life events at a remote pub in the Yorkshire Dales where local villagers gather for a drink on Christmas morning. However a snowstorm hits, meaning a generous festive act will be needed to save the day.

The 90-second ad ends with the line ‘At Christmas, there’s nothing quite like Waitrose’.

The ad is set in The Tan Hill Inn near Richmond in Yorkshire, which is the highest in Britain. It is regularly cut off by snow, and people have been snowed in 50 times since 2005.

Martin George, customer director at…