When something is as massively anticipated as the John Lewis Christmas ad, leaks are usually inevitable.
But it seems while the retail store was busy worrying about other people leaking this year's theme, they missed a serious trick closer to home.
Shoppers in Canary Wharf, London, spotted stuffed animals that bear a striking resemblance to the Gruffalo-style character believed to be at the centre of this year's story, days before its release.
— UnderTheBed (@UnderTheBed2017) November 8, 2017
John Lewis hadn't officially confirmed whether or not they were responsible for the #underthebed campaign, but the appearance of the cuddly toys on shop shelves goes a long way to confirming the theory.
It appears the gaffe was recognised pretty swiftly as the toys were soon taken back to the store room.
One shopper, who had seen the cuddly toys days ago, told The Sun:
'I’ve seen the #underthebed hashtag and trailers. I thought it had to be the character from the adverts. ‘When I went in to the same shop later the monsters had been completely removed from sale.'
‘I had a little chuckle to myself because I realised someone must have made a big mistake.’
In response, John Lewis said: “We do not comment on speculation about our Christmas adverts.”
You had one job, lads.