H&M unveiled its holiday ad campaign on Sunday.
It stars Katy Perry and it's bizarre. The stuff of nightmares, in places.
The "#HappyandMerry" campaign (a play on the H&M acronym) sees the Roar singer play the role of a "festive fairy."
There are lots of wide-eyed moments.
YouTube
Creepy gingerbread men.
YouTube
These strange fluffy imp things.
YouTube
Twerking teddies and a terrifying child who COMES OUT OF NOWHERE!
YouTube
This surprised-march-drop-to-snow-angel piece of choreography.
YouTube
YouTube
YouTube
The reaction to the ad on social media so far has been one of bafflement, although there appears to be some love for the festive song that features in the spot.
That #KatyPerry H&M ad is legitimately terrifying. https://t.co/bGf90PAzdL
- Dominic Preston (@dompreston) November 23, 2015The H&M Christmas ad with Katy Perry is the worst Christmas ad I've ever seen?https://t.co/08QeqElNUz
- Alex Micu (@axelk) November 23, 2015@katyperry 's new christmas song is great. Its an ad for H&M too. https://t.co/YKrd2nF960
- Tom (@ryanto86) November 23, 2015That H&M Christmas ad with Katy Perry is the WORST. https://t.co/eeWMLOrByf #HM #KatyPerry... https://t.co/dYH8fhOUrh
- Carol C. (@TeddyGirlCarol) November 23, 2015Katy Perry has made a migraine-inducing Xmas ad for H&M. (The song's ok, though, in a mid-90s Mariah kind of way) https://t.co/akwkImECgj
- Mark Savage (@mrdiscopop) November 23, 2015the more i watch the h&m ad the more it makes me laugh my ass off
- Irina (@PrismaticLife_) November 23, 2015I dont like the H&M ad ?????? please @katyperry release #EveryDayIsAHoliday on iTunes and make a good music video ????
- miguel (@selenasreborn) November 23, 2015Katy slays in her new H&M holiday ad!#MTVStars Katy Perry pic.twitter.com/Bvjf7kHca6
- Felicity? (@evansxperry) November 23, 2015