The last of the trick or treating sweets from Halloween haven't been eaten and we've only just had the final sputter of Bonfire Night fireworks but that's not stopped Britain's biggest retailers from deciding Christmas is on the way.
Retailers concerned that advertising around the World Cup will clash with Christmas messaging have pressed the buttons on their festive ads early, with a host of major companies releasing them in the last few days, hoping a flurry of festive spirit will inspire us to start shopping early.
This year so far sees plenty of star power - from Katy Perry and French and Saunders to Buddy the Elf himself, Will Ferrell - as well as meaningful messages about buying British and money saving in the cost of living crisis.
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But who stays the right side of schmaltzy and who is as popular as a Bounty in a box of Celebrations? Read our initial verdict below and then let us know if you agree in the comments. Grinches look away now as we round up the first wave of Christmas cheer.
Asda
The three second pitch: A-Lister meets Asda as Buddy the Elf gets a job in a supermarket this Christmas.
The execution: Buddy, played by Will Ferrell in the much-loved festive film Elf, is the glittering star of Asda's 2022 offering and it is guaranteed to make you smile.
Cleverly using classic footage from the heart-warming 2003 movie, Buddy applies for a temporary role at the firm and does a trial shift in store. Despite tangling with trees, dodging trolleys and renaming the self-checkout 'elf-checkout' for the occasion, Buddy impresses the manager and gets the job.
Our verdict: Fans will love the nods to the iconic film in the advert, which has the kind of special effects jiggery-pokery that will keep you looking up every time it comes on screen to try and see exactly how they've done it. Just lovely 5/5
Lidl
The three second pitch: Lidl takes on Paddington and the Meerkats with a festive furry friend.
The execution: A rags to riches tale of a Lidl superstar made after an inept dad shrinks his Christmas jumper and his daughter nabs it for her teddy bear. National stardom beckons and he's whisked away - but will he make it back to the family who loves him in time for Christmas?
Verdict: Heartwarming, funny and one of my stand-out favourites of the first wave of Christmas ads.
I did almost deduct a point in anticipation of the faff of trying to track down one of these bears for my smitten daughter which, after Colin the Carrot Aldi traumas of recent years, is borderline triggering but in a lovely turn of events Lidl has announced they won't be selling the bear and instead the firm is actually encouraging customers to donate a toy to a child in need as part of its festive appeal. Now that's the Christmas spirit 5/5
TK Maxx
The three second pitch: We're all worried about money, but a banging Eighties soundtrack can help overcome anything.
The execution: The cost of living is the elephant in the room for many this Christmas as bills and energy prices spiral. Not at TK Maxx though. The high street brand which sells big names at discount prices has bought out a cheery, matter-of-fact advert where the main character runs through the town being high fived as a hero because she's bought designer Christmas gifts at a fraction of the price.
There's no schmaltzy, breathy, bell-laden Christmas covers here, just Cerrone’s 1977 disco classic Supernature blasting out in a way that'll make you sit up and take notice.
Verdict: Like TK Maxx itself this advert is unashamedly different to its competitors. The advert has its own style and ethos and the quirky direction and thumping soundtrack makes it stand out in the commercial break. Also, managing to tackle a real concern of budget-conscious shoppers preparing for the big day in a way that is still festive and not depressing is an impressive achievement. 4/5
Disney
The three second pitch: Families change but everything is better with Mickey Mouse.
The execution: This may be the first time anyone compares Disney to Bisto, but this year's advert from the House of the Mouse returns to the same family for a third time and we've now watched them grow in a similar way we did the iconic 80s advert brood (although with much less - ok, no - gravy).
This year's instalment focuses on the current youngest member of the family, little Ella. Last Christmas we saw her stepdad join the family and now her mum is pregnant and a new baby is on the way meaning much-loved festive traditions are being amended or nudged out of the way, making Ella grumpy.
Until, of course, she meets her new baby sibling when she is utterly smitten and passes on the beloved Mickey Mouse toy previously given to her by her brother, presumably optimistic more grown up Disney toys will be waiting for her under the tree.
Verdict: This is a bit of a weepie, in great part thanks to Encanto's Jessica Darrow who sings the song 'A Little More' that accompanies the action. A clever end to the trilogy and with a lot of Easter eggs of Disney, Star Wars, Marvel and Pixar characters hiding in plain sight through the action. I especially liked the Yoda snowman and a gentle reminder we can all watch Lightyear on Disney+ this Christmas. 5/5
M&S
The three second pitch: French and Saunders Christmas special but teeny tiny and animated.
The execution: Dawn French returns as Christmas Tree Fairy but Tom Holland's Percy Pig is clearly away from home this Christmas so instead another familiar voice joins in festivities.
Jennifer Saunders is dog's chew toy Duckie who flees to the safety of the sideboard and is given a preview of this year's M&S Christmas Food range (although funnily enough Fairy doesn't flag up the slow cooked duck M&S is selling as a Christmas dinner option).
Some Christmas adverts are about selling the season, others are more specific. M&S is keen to get us all thinking about party food in their first advert. That's right, if you love the comic stylings of French and Saunders you're in luck, this is just the first advert of many - they're releasing new ones each week in the run up to the big day.
Verdict: There's no Hollywood pizazz and it's cosy rather than dynamic but that's okay. Like M&S you know what you're going to get and it's oddly reassuring. Would it kill them to get Colin the Caterpillar immortalised in these adverts one year though? 3/5
Lego
The three second pitch: What if your Lego builds were real and Katy Perry's job was overseeing constructing them?
The execution: I know all these pitches sound a bit off the wall but even on that basis this feels a bit like a cheese dream - but in a vivid, energetic, hugely fun way. This playful advert urges you to build an equally playful holiday to the Katy Perry classic Firework, managing to incorporate nods to Rapunzel, Iron Man and all the difference licences you can get with the iconic brick nowadays. There's even an X-Wing zooming by.
Our verdict: A high energy, brilliant reminder of the joy of Lego. We guarantee you'll find yourself humming the tune without realising after it pops up too 4/5
Sainsbury's
The three second pitch: A fairytale feast with a modern (ish) edge.
The execution: National treasure Allison Hammond shares top billing with the supermarket's Taste the Difference caramelised biscuit Christmas pudding in a fairytale themed skit narrated by Stephen Fry.
Verdict: The instrumental version of Teenage Dirtbag by Wheatus adds a lovely tongue-in-cheek element to this fun look at the firm's Christmas food range 4/5
Debenhams
The three second pitch: Who do we know who can write poetry? Oh, they're not available? Nevermind.
The execution: Debenhams has got Rachel Stevens and Jess Wright to join a bunch of cheery extras in a festive jingle bell-heavy advert offering an impressive showcase of the wide variety of gifts available at Debenhams this Christmas.
Verdict: I don't want to get all Scroogelike but while the message behind the voiceover verse is great the jammed-in rhymes actually make my teeth itch a bit. 'Been' and 'in' do not rhyme 2/5
Morrisons
The three second pitch: What if elves staffed a supermarket? But not Buddy, cause we understand he's busy this year.
The execution: Farmer Christmas, nope that's not a typo, is back for a second year in Morrison's Christmas offering.
Helped by his in-store elves he is busy preparing delicious British food for everyone to enjoy this Christmas in the bakery, at the fishmongers, the butchers and more. He then gatecrashes a family's festive lunch to enjoy the fruits of his labour, before telling the world Morrisons is the only supermarket officially endorsed by the man in red himself.
V erdict: The irreverent branding and pun-tastic characterisation to make the under fives guffaw helps underpin a strong message about the brand's ethos and focus on British produce 3/5
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