Marks & Spencer shoppers were left confused as Britain's Got Talent stars Ant and Dec addressed them at the self-service tills.
The Geordie hosts joined the BGT judges in providing voice-overs for the supermarket, meaning they could virtually instruct bewildered shoppers as they loaded up their shopping.
While some were thrilled to hear their favourite stars while at the checkout, others were a little more freaked out by the concept.
"Looks like M&S have made Ant and Dec the voice of their self-scanning tills," one wrote. "It's a bit weird; who needs a double act telling them they've just scanned through some oat milk and a load of yellow label bargains?"
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While another agreed: "The disembodied voices of Ant and Dec ordering you around at the M&S self service tills would give you the right heebie jeebies."
"Just got the fright of my life thanks to Alesha Dixon screaming at me through the self service tills at M&S," a third wrote.
However, it wasn't all bad, as someone else tweeted the store: "I'm liking your new @antanddec themed self service tills!," alongside a thumbs up emoji.
The shopping centre is currently partnering with BGT as its new series hits screens.
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The sponsorship is the first time the premium supermarket has ever teamed with a TV show, who have also created a game to play on the BGT app.
The store replace the show's sponsors from last year, Zoopla's uSwitch.
M & S's director Sharry Cramond was excited about the pairing as it was announced, gushing: “What better way to get into the hearts and minds of Britain’s families than to team up with the biggest family show on TV.
"Through this partnership we’ll be bringing M&S Food into millions of home each week, telling more families about our great value, great quality food and encouraging them to choose M&S for their Saturday night family dinner.”
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