It’s that time of the year where people put aside their materialistic viewpoints and convene to reflect on what’s really important in life; the adverts that supermarkets and department stores pump out for Christmas.

Objectively we all only really care about what John Lewis has to say as, even though no-one you or I know shops there, they seem to be eerily good at making adverts that sort-of have something to do with Christmas.

This year though, all they did was make an – at best – Elton John music video and at worst, a shorter version of the Elton John film that’s coming out soon with Taron Egerton.

Meanwhile, Sainsbury’s showcased their own advert, directed by The Greatest Showman director, which showed a school Christmas play in a parallel universe when they’re actually sort of watchable.

The “star” of the advert is a young girl who overcame her stage-fright to sing the famous Christmas hit, 1998’s You Get What You Give by New Radicals.

However, another star of the advert resonated with viewers more; the fabled “plug boy”.

No he’s not a drug-dealer, he’s a kid who got given the terrible role of playing a plug, but who made that absolute most of it.

The boy makes an excellent run and jump as he leaps into an oversized plug socket, successfully lighting up the Christmas tree. Fantastic stuff.

Well, it was, but the ASA (Advertising Standards Authority) have revealed that they’ve had 35 complaints about Plug Boy so far.

The fear is that a giant, sentient plug encourages children to play with plugs, just how the film The Lion King encouraged children to play with lions. It’s a dangerous world out there.

Plug Boy does have his supporters though…

It’s beginning to look a lot like Christmas with all of these snowflakes, am I right?! No, no I don’t think that. Just seemed like too good an opportunity to pass up on.

Images via Sainsbury’s