According to that guy in Love Actually who thought it would be 'cute' to tell his best friend's wife that he will never stop loving her, Christmas is a time for telling the truth.
And as the big day approaches, Burger King decided it was time to confess a secret it's been hiding in every single one of its adverts throughout the entirety of 2019.
The fast food chain took to social media this morning to post a video to reveal the truth - and it's all at the expense of Ronald McDonald and his mates.
The video starts with the message: "You see, throughout 2019, we were keeping a bit of a secret.
"Actually, a Whopper of a secret.
"Everybody knows our burger is more generous than that other burger.
"So we thought we'd prove it, by hiding a 'Big' Mac behind every Whopper we photographed.
"That's right. There was a 'Big' Mac in every single Whopper advert in the UK in 2019."
It then proceeds to show photos of billboards, bus adverts, Instagram posts and television advertisements, claiming there was a Big Mac left in the shadows behind every single one.
"Such a shame you couldn't see it," Burger King boasts at the end, before showing a electronic advert on a high street of a hand reaching behind a Whopper to pick up a McDonald's burger which had been there all along.
"So there you are. Confession made. Our secret's out.
"Thank you Maccy D's for having our back in 2019."
Burger King then rub it in even further by signing off with a montage of all the adverts it put out this year, with the cameras panning round to show the evidence of the trolling which has been going on for 12 months.
After posting the video on Twitter, fast food fans were there for the impending drama.
"Love this, sooooo bold. Bring on the response..." said one.
Another replied: "Taking trolling to a whole new level."
A third wrote: "Absolute mad lads."
After the news broke this morning, McDonald's has been quiet on social media, as we assume the top bosses are gathered in the Golden Arches war room to prepare their counter attack.
McDonald's said they would not be commenting on the situation when approached by the Mirror.
Let the games begin.
