Good old Aldi, with its weird European cheeses and its insistence you pack your handbag full of said weird cheeses at lightning speed when you get to the checkout. Now look what it's gone and done.
Yup, Aldi's released its very own Christmas ad, and it's the tightest parody of the tear-jerking John Lewis one you ever did see.
Featuring its own cut-price man on the moon, similar backing music and, yep, a price comparison between two telescopes (one from John Lewis, the other an own-brand one), Aldi's Christmas offering is either going to leave you RAGING at its sheer brassneckery or ROFLing off your office chair.
Take a look:
And here's the original John Lewis ad, in case you've genuinely forgotten all about it:
What do you think of Aldi totally nicking JL's idea? Gizza tweet over at @heatworld and let us know.