The world of U.K. Christmas ads is all getting a little meta.
Kevin the Carrot -- the star of Aldi U.K.'s Christmas ad campaign -- has now paid tribute to rival retailer John Lewis in a clip released on social media.
The brand tweeted a video in which Kevin sits on the sofa gearing up for the big event of Christmas -- not Santa, but watching the John Lewis ad. In fact, he gets so overexcited he hyperventilates and has to breathe into a paper bag.
We don't get to see Kevin's actual reaction to the spot, featuring Buster the Boxer and a bunch of cute woodland animals jumping on a trampoline. But his "Gogglebox"-like appearance seems to have gone down well with Twitter followers, with one tweeting: "No joke Aldi's Christmas advert is better than the John Lewis one."