Typically, Christmas ads feature cute little elves, portly, good-natured santas, happy families, and perfectly-cooked turkeys as their mainstay to drive us all in-store and overspend each festive season.
However, a new campaign for German supermarket chain Penny could possibly be the bleakest festive campaign ever.
The work of German creative agency Serviceplan, the ad plays on the rather taboo subject of broken families and the pain of reuniting at Christmas.
The ad takes a frightening turn half way through, however, its all turned on its head in the final moments. Check out the confronting TVC below, and maybe arm yourself with a box of tissues too: