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The Marks & Spencer Christmas advert this year features Paddington Bear prominently.
He hears a burglar fall on his roof, mistakes him for "Santa" and helps him deliver all the presents in his bag.
Paddington doesn't realise the burglar had actually already stolen all these presents and didn't particularly want to return them.
However, after a few japes with a sleigh and a kindly sandwich, the burglar sees the error of his ways and thanks Paddington for helping remedy his actions.
Latest update: We can now reveal our tale of true Christmas spirit with our favourite @paddingtonbear #lovethebear… https://t.co/77OTfwN3x9 — M&S (@M&S)
He tells Paddington:
Thank you little bear!
Some people aren't hearing this, however.
Some people are hearing the burglar say something very rude to a little bear.
M&S Christmas advert definitely sounds like santa says ‘fuck you little bear’ 🤷🏼♀️ — Holly (@Holly)
'Oh fuck you little bear' ahhhhh perfect. Merry Christmas x — Con O'Neill (@Con O'Neill)
The fact the M&S ad sounds like the burgular says "Fuck you little bear" makes it even better 😂😂😂 can't unhear it!! — Hayley Jane Platt (@Hayley Jane Platt)
It became such a controversy ITV's This Morning made it a discussion topic.
People were divided on the matter, but some were very convincing:
The M&S advert quite clearly says 'Thank you little Bear' #ThisMorning — Lydia Mae (@Lydia Mae)
The fact Christmas adverts are a topic of discussion in early November should be a source of national shame.
That is definitive.
More: Stop what you're doing and watch the best Christmas advert of 2016