Did John Lewis accidentally ruin the magic of Christmas with its festive ad?
The John Lewis festive advert was released on Thursday morning but viewers feel that the retailer might have accidentally ruined Christmas with a slight gaffe.
The heart-warming advert was initially well received by viewers this morning after what had been a chaotic week in world politics.
The £7 (€7.9) million ad instantly became a viral hit as people shared the touching story of Buster the boxer and his owner Bridget celebrating Christmas Day. The pair, and some mischievous woodland creatures - including badgers, hedgehogs and foxes - all take a turn at bouncing on Bridget's trampoline - a gift from Santa Claus.
However, the British department store soon came under fire from angry parents who noticed a very obvious problem with the advert.
In the advert, we see Bridget's father assemble the trampoline... and the man in red is nowhere in sight.
The magic of Christmas is all about believing so has John Lewis accidentally ruined Christmas?
Well that’s just a terrible advert, John Lewis. Way to ruin 2016. It was great until now.— Stephen Radford (@steve228uk) November 10, 2016
Can't believe I've actually seen somebody on fb complain that the John Lewis ad is gonna ruin Christmas for their kid...— Jasmin Powis (@jaspowis) November 10, 2016
One viewer said: "Don't let any kids see this advert it needs to be banned. Who are John Lewis to destroy the magic of Christmas everywhere for kids all over the world!"
But, of course, we could chose to look at it a different way. The man from the North Pole probably just didn't have time to wrap the present and assemble it in time. It is the busiest night on his calendar. Perhaps he had worked out an arrangement with her parents shortly after he received Bridget's wishlist?
It's not uncommon for Santa to call parents up before Christmas Eve and ask them to help him assemble and wrap certain gifts. A present like a trampoline would have been too difficult to for the little elves to put together - it's huge and they only have tiny hands. It would have taken them hours to get it ready in time.
We're sure that Bridget's parents were just giving Santa a helping hand and Christmas is all about being generous and helping other people out - so maybe the magic hasn't been ruined after all.