It's Christmas time, so that must mean only one thing... Christmas-themed adverts. Christmas-themed adverts like this one from Unicef Sweden, in fact.
As we've all already seen John Lewis crank the twee levels all the way to 11 this year, perhaps it's about time we saw some meaner commercials this festive season, and fortunately, Unicef can oblige.
Sure, you might expect the United Nations Children's Fund - as funded by international governments' contributions and private philanthrophists - to go for a smilier option, but that's just not how Unicef Sweden roll.
Showing ol' Saint Nick in his office in the North Pole, he remarks - in a slightly worrying American accent, mind - that he doesn't "do poor countries", complaining that these gifts Unicef are offering to buy online aren't exactly all that, "Ho ho ho."
The kiss-off line for the ad then says: "We go where Santa doesn't" - which might make some kiddly-winks a little upset, but by that point the parents in the room will no doubt have switched off the TV, so at least there's that.
Plus, we've got to be grateful Father Christmas doesn't have an assault rifle slung around his shoulders and/or isn't pulling pub roofs apart, right? Well exactly...