On the whole, Christmas adverts are all sweetness and light and encourage us to indulge (and spend) during the festive season.
But in what can only be described as a hilarious turn of events, people are pretty convinced that one advert may have gone a bit rogue.
The ad in question is that of toy retailer Smyths and viewers are sure that it features an 'unacceptable' word.
The 40-second trailer features a young boy called Oscar who sings about his dream of being a toy instead of human as he whizzes round one of Smyths superstores encountering all the popular toys on kid's wishlists.
He also sings 'If I Were a Toy' to the tune of Beyonce's 2008 hit 'If I Were a Boy' - but people have other things to say about that.
Now the real intrigue is around halfway through the advert when little Oscar points a toy gun at Pokemon character Pikachu.
What the wannabe toy says is: "I'd master the fart blaster for sure", however, people have other ideas and think he says: "I’d master the fat b*****d for sure".
And as we all know, that would be a MASSIVE error.
One outraged viewer even complained to the Advertising Standards Authority on Twitter , saying: "Your advert is totally unacceptable for a child's toy store with it calling someone a fat b*****d."
ASA have responded to confirm they did receive a complaint about the ad as the complainant believed it sounded like the boy who was singing uses a swear word.
However, the a spokesperson for the advertising watchdog said that they have assessed the complaint but did not believe any further action should be taken.
That hasn't stopped the comments flooding in from bemused viewers, though.
"Please someone tell me what the lyrics are to the smyths advert because all I can hear is "I've mastered the fat b*****d," pleaded one.
Another questioned: "Is it me or does the little boy on the smyths advert call pikachu a fat b*****d."
And a third is really convinced: "Still can't get over that kid calling Pikachu a fat b*****d in the Smyths toys advert."
Whilst a fourth offered: "I must be going mad, but did anyone else notice this in the Smyths Toys Christmas Advert ?"
