Other people in Waterstones:

The video uses a highly relatable 'expectation vs. reality' meme format that resonates with the specific niche of book lovers, making the brand feel like a community space rather than a corporate entity.

The creator performs a comedic skit contrasting how normal people browse books in a Waterstones bookstore versus how she does it, which involves singing the alphabet while looking at the shelves.

Waterstones: (a) it ACTS — the creator is physically inside the store, browsing the shelves, and the video is centered on the experience of shopping at this specific bookstore chain. Removing the brand name and the location would change the entire premise of the video, which is a relatable skit about the experience of shopping at Waterstones.