It may be a sweltering weekend of sunshine and clear blue skies, but one street in London has already seen snowfall - albeit the fake kind - after one high street favourite started shooting its Christmas advert.
Yep, you heard that right. It may be the height of summer, but the Marks & Spencer is getting ahead on the incredibly stiff competition from rivals when it comes to the annual Christmas advert bonanza, which is more anticipated these days than the next series of Game of Thrones.
The well-to-do square in Islington was kitted out with the fake snow, tinsel and jumper-clad actors, according to the Mirror. It's even taking a note out of rival John Lewis' book with the addition of cute animals, according to the report.
M&S, John Lewis, the supermarkets and several other retailers splash serious cash - usually in the millions of pounds - to try and out do each other at the most critical time of year in any shops calendar.
Starting the firing gun on the annual ad battle comes just days after Selfridges unveiled its Christmas shop.