Last month, U.K. supermarket chain Waitrose asked people to "donate their voices" to its holiday campaign by recording themselves singing Dolly Parton's "Try" for the soundtrack. The crowdsourced choral effort can now be heard as we watch the finished film, which involves a little girl who hates baking but still tries to make gingerbread cookies for her school fair. After disastrous attempts, she goes to Waitrose for help.
The message? Waitrose tells us that, "When you own something, you care a little more. Everyone who works at Waitrose owns Waitrose, so they care a little more." (The company is part of the John Lewis partnership, in which all employees own shares.) The ad, by BBH and directed by Park Pictures' Tom Tagholm, stars a real Waitrose employee alongside ten-year-old student Blaise Allan -- who brings some pretty convincing acting to the table. (Apparently, she's a keen baker in her spare time.)