Supervalu's Christmas ad is hitting a lot of people in the feels today

No, YOU'RE welling up.

Image via YouTube.com/SuperValuIreland

Another day, another Christmas advert is released.

They seem to be getting more and more emotional as Supervalu's festive ad has caused quite a stir online.

It's set in the present day with a news broadcast about Coronavirus restrictions playing in the background. A little boy called Conor keeps asking his parents, "is he still coming this year?". He, presumably, being Santa Clause of course.

The whole ad focuses on the family getting ready for their special visitor - putting up the tree, getting the goodies and baking cookies.

But we dare you not to have a dry eye when you see the twist at the end:

It's been a busy week for Christmas ads. Both Disney and CocaCola released their festive adverts this week.