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This year's John Lewis Christmas advert has received the spoof treatment from supermarket Iceland.
Debuting on Thursday (November 4) around the UK, the eagerly-anticipated science fiction-cum-festive short witnesses an alien named Skye learning the traditions of Christmas after crash-landing on Earth and meeting a young lad.
But now, in conjunction with Iceland's exclusive deal to stock the crisps Space Raiders, it's released its very own (kind of creepy) version – replacing Skye's head with the superimposed potato-snack shape.
The official tagline reads: "For a Christmas as magical as your first... eat an alien," while the words "with apologies to John Lewis" fade in at the end.
Is this really happening? The rulebook has been well and truly torn to pieces here.
Meanwhile, an Iceland spokesperson said of the spoof (via Metro): "We have an incredible range of Christmas foods this year but couldn't miss this chance to show off one of our most popular exclusives.
"For customers who are looking to change up their Christmas dinner spread, and surprise a few guests, they could always serve up a few Space Raiders potato shapes along with some of our luxury, triple-cooked roast spuds."
Also commenting, a John Lewis representative went on to share in a brief statement: "We're very flattered that Iceland clearly think our ad is out of this world."
Retailers clearly earmarked this week as the one they'd unleash their 2021 Christmas TV campaigns, as health and beauty product specialists Boots also joined the fun with the help of former Doctor Who actress Jenna Coleman.
She plays Joy, who's treated to a magical bottomless giftbag by her nan.
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