Asda's "pocket tap" advert has been dividing opinion since it launched.
The commercial stars Asda superfan and actor Muzz Khan who plays the role of "Sunny".
He also features in Asda's festive ad, which was unveiled this week.
While some find the character lovable, many Brits say they find the advert hard to watch.
Across Twitter, Reddit and Mumsnet, people have been complaining about it.
What do you make of Asda's "Sunny" adverts? Let us know in the comments section below.
In the original ad, Sunny goes to the supermarket with his kids and says the slogan: “It’s the pocket tap, pocket tap, pocket tap for our times.”
But, Brits have been struggling to understand it.
Over on Mumsnet, one person started a thread saying: “Is it just me or does it sound like the guy says ‘F*** it up' at the end?”
“It gives me The Rage for some reason,” added another. “I just find the whole thing so incredibly irritating.”
And a third added: "It's the most annoying of all time and now there's a Christmas one."
Over on Twitter people were annoyed too.
@BookChav said: “The most annoying advert of all time goes to ASDA. I want to smash my TV every time I hear this!”
And Alex Fleming joked: “Me: ‘There's no way 2020 can possibly get any worse’.
“ASDA advert department: ‘Here, hold my beer!’
“Most annoying advert ever.”
While some aren't keen on the Asda advert, others love it.
A Twitter user gushed: “I love the new family on the Asda advert. I find them quite heartwarming.”
And another said: “So great to see this fun, warm and believable person featuring in your advert.
“A real person and family who represent so many of us and brings a different element to your latest ad!
“Love a bit of quirkiness and this is just my kinda advert! Go Muzz & co!”
And a third added: “I love the Asda Pocket Tap advert and I’m not going to apologise for it.”
An Asda spokesperson added: "It's a Christmas tradition for customers to debate which adverts are their favourite and this year will be no exception.
"We're proud to be one of the first to launch again this Christmas with our Asda superfan Sunny and his real life family, showing our customers they can have the Christmas they need, at the prices they want."