Last night, Sainsbury's released its Christmas advert for 2019, and it has already caused a serious divide with shoppers.
The Dickensian-style advert follows the story of Nick - a young orphan who is wrongly accused of stealing a clementine from a Sainsbury's store. It then turns out that the little boy is actually a young Father Christmas.
Set 150 years in the past, the commercial aims to showcase the supermarket's rich 150-year history.
But, judging by social media, shoppers have been left with split opinions after watching the advert.
Posting on Twitter, several admitted they found the advert to be 'more political than festive'.
"It reminds people of consequences of inequality, extreme poverty and social injustice when in-work poverty and the need for food banks are on the rise," said one viewer.
"Well that is 2 minutes of my life wasted, what happened to good old Christmas adverts," slammed another.
A third critic said: "Bleak & boring compared to last year's heartwarming offering. Thumbs down from me."
"I find this emotionally hollow with a very flawed narrative. I guess then, it gets Christmas spot on. A depressing lesson," wrote somebody else.
The advert isn't without its fans, though, as several viewers have admitted to being given 'goosebumps' by the tear-jerker.
"I love the old vintage style advert," one fan said.
"Very clever using all our known traditions but I do love it, gave me goosebumps, thanks," added another impressed viewer.
A third commented: "Beautiful advert, clever appropriation of St Nicholas, very heartwarming and taking Christmas back to Christmas of a bygone age."
