Paddington fever is set to sweep the British Isles once again when Paddington 2, starring Hugh Grant and Ben Wishaw, hits screens on 10 November, and with a new Christmas ad, retail chain M&S is getting stuck into the action.
The new Paddington-themed festive advert is the company's first to revolve around a film character, but M&S is clearly banking on the phenomena being huge, as it also launches a range of festive Paddington-themed products.
In the advert we see Paddington (voiced by Wishaw) tucked up in bed and dreaming of receiving marmalade from Santa for Christmas.
All of a sudden, a thud on the roof wakes him from his slumber and he rushes over to open the window to see what caused the noise.
On doing so, he inadvertently knocks a burglar from the roof, and on spotting the crook's red outfit and sack full of stolen presents, believes he's sent Santa flying.
The innocent bear runs to help the burglar and in doing so, starts rifling through his sack, enthusiastically exclaiming that he knows all of the children who's names are on the stolen presents.
Adamant that Christmas must go on regardless, Paddington exclaims: "We've got loads more to deliver - let's take your sleigh."
And with that the part set off and get to work delivering all of the stolen gifts back to the homes from which they were taken.
The unlikely friends manage to get the last present back under its rightful tree just before morning comes and look on through the window as a young girl named Alice opens it to reveal just what she's been after: a sparkly superhero outfit.
With that, Paddington reaches under his big red hat, pulls out a marmalade sandwich and hands it to the teary thief, wishing him a merry Christmas.
Ahhh! How wholesome is that?
However, as is often the case with most things, not everyone on the internet is happy with the new feel-good, festive ad.
Some commenters have pointed out that the advert was spoilt by one little detail: the fact that Paddington refers to the big red burglar as Santa as opposed to Father Christmas.
One wrote: "Lovely advert but I am pretty sure that Paddington, living with the Brown family in London, as he does would refer to the chap in red as Father Christmas!"
Another viewer agreed, saying: "The browns would of definitely called the big man Father Christmas."
Still though, you can't please everyone.
Featured Image Credit: M&S