'Tis the season for all things Christmas and the season for the big supermarket chains to release their eagerly-awaited, festive-themed adverts.
Sainsbury's is the latest to launch its Christmas ad, and the supermarket has gone for a decidedly Dickensian feel.
But it hasn't impressed viewers, with some calling it 'scary' and 'dreary'.
The supermarket is celebrating its 150th birthday this year and has made its Christmas advert into a festive fable set in 1869.
It tells the story of a young orphan chimney sweep - Nicholas - who is caught picking up an orange from outside the very first Sainsbury's store.
Wrongly accused of stealing the orange, he's banished into the snowy wilderness.
But wait! He's soon rescued by Mary Ann Sainsbury, who gives him a big bag of oranges and tells the mite: "If you can’t do something special for someone at Christmas, then when can you?"
Nicholas then goes back into the town and leaves an orange in each of his fellow orphans' stockings.
If you can’t do something special for someone at Christmas, then when can you?
We then see him pull over a red cloak and red hat, implying that Nicholas and Father Christmas are one and the same.
Although the advert has fantastic production values and tells a wholesome story, not everyone was touched by it.
Many took to Twitter to voice their displeasure.
One viewer wrote: "What a dreary @sainsburys advert this is."
"That's actually quite scary for children," another said.
"I'm actually quite taken aback."