The Marks and Spencer Christmas advert has been widely mocked online after viewers claimed the burglar character swears at Paddington Bear.
At the end of the advert the famous children’s character hands the thief, who he has mistaken for Santa Claus, one of his prized marmalade sandwiches and receives a hug.
As he leans in to give Paddington a grateful embrace, he whispers ‘thank you little bear’ in his ear.
However, hundreds of people watching the advert, when it aired for the first time on Tuesday, heard something rather different.
In the M&S Christmas advert Paddington hands a burglar, who he has mistaken for Santa Claus, one of his prized marmalade sandwiches
As he leans in to give Paddington a grateful embrace, he whispers ‘thank you little bear’ in his ear. However, hundreds of people watching the advert, when it aired for the first time on Tuesday, heard something rather different
One twitter user said: ‘That Paddington Christmas adverts so cute!!But keep thinking he’s saying “Oh f*** you little bear” everytime he hugs him?!’
Another posted: ‘Uhhh, does anyone else hear “f*** you little bear,” on the M&S Christmas ad? Leave Paddington alone!’
A further tweet read: ‘HAHA when he said thank you little bear I heard f*** you little bear, cant have been the only one’.
The advert, by Grey London, begins with Paddington – voiced by Ben Wishaw, who reprises his role as the duffle coat-wearing bear – waking up from a dream about marmalade after he hears someone on the roof on Christmas Eve.
As the portly thief is dressed all in red, cuddly Paddington mistakenly believes he’s Father Christmas, especially as he has a sack full of presents he’s just stolen from the Brown family’s neighbours.
Always eager to help, the adorable Paddington offers to deliver the presents with the fake Father Christmas, despite protestations that he isn’t Santa.
Naturally, the burglar eventually sees the error of his ways as the bear from deepest, darkest Peru shows the thief how excited the family are as they open their presents.
In one last act of kindness, Paddington offers ‘Santa’ his marmalade sandwich which he always keeps safe under his iconic red hat. It brings a tear to the eye of the burglar – and no doubt will to audiences at home.
M&S has been teasing snippets of the advert for a few days on its social media pages, with many customers guessing that Paddington Bear will be the star.
Paddington is in bed dreaming of marmalade when he hears a sound on the roof in the M&S Christmas advert
Paddington hears the burglar on the roof of the Brown family’s house and accidentally knocking him on the head when he opens a window
Most are excited to see their favourite children’s character on the small screen – but some may be more cynical at the partnership between M&S and the Paddington brand as it coincides with the release of Paddington 2 in cinemas on Friday.
The campaign is a very different approach for M&S, which usually shows off its full Christmas range of clothes, food and gifts in its festive adverts.
In last year’s M&S festive advert, British actress Janet McTeer starred as Mrs Claus who delivered presents instead of her husband in a very glamorous red dress.
But this year, the supermarket has taken notes from John Lewis, which has had several festive adverts featuring cute animated animals.
The M&S advert will air online and on TV on Tuesday, and will coincide with the launch of an entire Paddington Bear range in stores.
It will also air before every screening of Paddington 2, which hits cinemas from Friday.
Paddington sweetly ‘helps’ the burglar who he believes is Father Christmas deliver presents to his neighbours
M&S is also releasing a book containing the story of Paddington and the Christmas Visitor, which will be in stores and online for £3.
All profits will be donated to the NSPCC.
Rob Weston, brand and marketing director at M&S said: ‘Paddington injects the sense of joy, love and neighbourly spirit that makes Christmas feel magical and our story reflects the inclusive, make the most of every moment approach that we take to our customer conversations.’