Some people are so obsessed with the Christmas meal that they tirelessly get their hands on solid food – that's exactly what Waitrose plans to do in his annual Christmas promotion.

Under the slogan "too good to wait," the series of playful ads depicts various scenarios in which revelers exercise caution so they can enjoy the culinary offer of the season as quickly as possible.

In one, we see a young couple cautiously moving towards the mistletoe, but as they are about to share their first kiss, a call from the dining room announces that the turkey is ready.

This causes the woman to leave the ship and her partner looks quite depressed as he resigns himself to being far away from poultry.

Another clip introduces us to a rather hungry pianist who storms at a Christmas concert by playing "Jingle Bells" to bring it to the mince pies ahead of everyone else. She is successful.

Martin George, customer director at Waitrose & Partners, says: "Looking forward to the traditions and special moments makes Christmas the most beautiful season, but there is another aspect that adults and children alike can not wait for … the food.

"As much as we love all our festive activities, enjoying a delicious meal and drinking is a priority, and if it's Waitrose & Partners, you'll do anything to get there as fast as possible."

The first ad will be released on ITV on Friday, November 9, during a commercial break for Coronation Street.

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