Delia Smith and Heston Blumenthal feature in their own Harry Potter-inspired "school of Christmas magic" in the Christmas campaign for Waitrose.
The 90-second TV ad, the first work by Bartle Bogle Hegarty for the brand since winning the business, first aired last Saturday during The X Factor.
Smith prepares her original classic Christmas cake before the camera moves to Blumenthal, who shows off his mince pies with pine-scented sugar.
At the end of the spot, viewers are invited to interact with an augmented reality experience. Using a blippar app, users get further access to Smith and Blumenthal content.
The ad was created by Kimberley Gill and Mareka Carter, and directed by Siri Bunford through Knucklehead. Post-production was by The Mill.