Poundland's naughty elf is back and this time he's trolling John Lewis and its big-budget Christmas advert starring Sir Elton John.
As you probably remember, the very cheeky elf on the shelf hit headlines last year for his festive antics, which included him 'teabagging' a doll, rubbing his arse on a toothbrush and jokes about finding a 'new piece of ass' - featuring a stuffed donkey toy, of course.
Now, just in time for December, the little fella is back and he's taken a swipe at the John Lewis ad, with a photo showing one elf sat on top of a piano while another is strategically placed in front, accompanied by the caption: "It's a little bit f*nny..."
It wasn't just the toy elf having a good time, either, as Poundland brought the scene to life in one of its shop windows using a couple of staff members dressed up:
The first Christmassy post was followed up with one of an elf wearing some rubber gloves, in which shoppers were told: "Rubbers ready!"
People are already loving the return of the elf, with one Twitter user writing: "Once again Poundland wins Christmas."
And another adding that it was 'officially Christmas' after seeing the mischievous elf back on social media.
Last year the little elf caused uproar and opinions were firmly divided, with some slamming the 'crude' jokes and others heaping praise on the budget retailer for having a fun, tongue-in-cheek marketing campaign.
As a result of a number of complaints, the Advertising Standards Agency launched an investigation in January this year.
Speaking to LADbible at the time, the Advertising Standards Agency's Matt Wilson said: "The general nature of the complaints is that the ads (tweets) are offensive for their depiction of toy characters and other items which have been displayed in a sexualised manner, and are unsuitable to be displayed in an untargeted medium where children could see them. So we'll be assessing the ads against the rules on harm and offence."
Clearly Poundland is undeterred by last year's investigation as our pal the elf is back. What he'll get up to next is anyone's guess, but you can guarantee that's going to be a bit more risqué than your average 'elf on the shelf'.
Featured Image Credit: Poundland