Marks & Spencer has come under fire after sharing a snippet of its Christmas advert.
The retailer roped in a star-studded cast for its festive promo, but people were more concerned about alleged political undertones.
On Wednesday (November 1), M&S shared an outtake of the advert on Instagram to tease its Christmas campaign.
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The image showed red, green and silver paper hats - commonly found in crackers - that had been tossed onto a burning fire.
It was captioned: "This Christmas, do what you love... like saying no to paper hats. #LoveThismasNotThatmas."
People quickly pointed out that the colours almost mirrored those of the Palestinian flag.
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Amid the ongoing conflict, social media users slammed the brand for being 'tone-deaf'.
The now deleted post was inundated with furious comments, which described it as 'insensitive', 'provocative' and 'disgusting'.
Others claimed M&S was 'promoting the burning of the Palestinian flag' with the controversial fireplace scene.
The retailer hastily removed the post and shared a statement on X, formerly known as Twitter, regarding the backlash.
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It read: "Today we shared an outtake image from our Christmas Clothing and Home advert, which was recorded in August.
"It showed traditional, festive coloured red, green and silver Christmas paper party hats in a fire grate.
"While the intent was to playfully show that some people just don't enjoy wearing paper Christmas hats over the festive season, we have removed the post following feedback and we apologise for any unintentional hurt caused."
This also received a frosty reception from shoppers, who said despite the advert being filmed two months ago, it should have been pulled.
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Others complained that the advert on the whole had completely missed the mark, branding M&S Christmas killjoys.
Singer Sophie Ellis-Bextor, actress Zawe Ashton, Ted Lasso star Hannah Waddingham, and Queer Eye's fashion expert Tan France starred in the campaign.
The ad's theme was to encourage Brits to concentrate on enjoying themselves rather than concentrating on chores.
Each celeb reluctantly carries out festive traditions, such as decorating a tree, before rebelling.
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Ellis-Bextor blowtorches a pile of Christmas cards, France tosses a board game in the air, Ashton bats an elf off a rooftop and Waddingham puts party hats in a giant shredder.
People were left baffled by M&S putting a negative spin on Christmas customs loved by Brits.
One said: "Worst Christmas advert I've ever seen."
Another wrote: "You're going to be firing people over this. Your Christmas profits this year are ruined."
A third fumed: "Your Christmas advert is appalling, we have had a few years of nothing but doom and gloom, and your advert is doom and gloom."
A fourth added: "Who was it at the top who agreed to a whole advert of destroying Christmas traditions and thought that it was a great idea for an advert?"
Featured Image Credit: M&STopics: Marks and Spencer, Shopping, UK News, World News