The verdict is in: Sainsbury's Christmas advert has taken on the goliath that is John Lewis and won - if initial reaction is anything to go by.
It comes a week after John Lewis' advert told the story of a magical and unexpected connection between a little girl and an elderly man who lives on the moon.
But now it appears Sainsbury's came out on top, as the supermarket's three and a half minute feature stole the show upon its release on Thursday evening with a heartwarming tale of Mog the Forgetful Cat - according to the internet.
@HuffPostUK mog appeals more to my childhood and it's funny, sad and happy at the same time. Man on the moon just feels so unrealistic
— Frank 'n' Hurt Her (@Heroes_Cons) November 12, 2015
Mog, made famous by the quintessential children's books by author Judith Kerr, is faced with a series of unfortunate events where the kitchen catches fire on Christmas eve. She manages to call the fire brigade and save the house - but not the presents and a meal.
Lewis' effort was set to a stripped back acoustic re-version of the Oasis classic Half The World Away, sung by Aurora.