Forget saccharine Christmas nonsense involving cartoon bears and Rosie Huntington-Whiteley (actually, we quite like that one) – the TV adverts we're really looking forward to are the World Cup ones.
Ever since Nike payed a trim-looking Ronaldo to run through an airport doing step overs in 1998, the world's biggest sporting tournament has brought out the creativity (and budget) in brands hoping to produce the most talked-about 90 seconds of the competition (except the one where England crash out, of course).
And with Friday's World Cup draw looming, it is the sporting giants who have played their hand first again with their 'Dare to be Brasilian' (below).
The ad focuses on the numerous terrifying qualities of the World Cup hosts, and stars David Luiz (as a giant animated version of himself), Neymar (pulling tricks on a beach, naturally) and even a cameo from Ronaldo himself (sitting down, this time).
It's fun stuff, and a pleasant reminder that beyond this winter awaits a summer of football heaven. And heartache, obviously. Unless you're Brazilian.