The Sainsbury's 2016 Christmas advert, with its cheery animation and the sweet singing voice of James Corden, has gone down a storm since it was released on Sunday.

But not everyone is a fan.

The advert, which at the time of writing has well over 2 million views on YouTube, centres around a man struggling to juggle work, shopping and family time at Christmas.

At the end of the advert, the main character clones himself so he's able to spend more time with his loved ones, while in the background Corden sings:

"I want to find the greatest gift, I can give my family/

The greatest gift I can give is me."

Here's the advert in full:

Despite the advert's largely positive reception, comments about the store's hypocrisy sparked a backlash on Twitter.

Tweet may have been deleted

Tweet may have been deleted

Tweet may have been deleted

Tweet may have been deleted

Tweet may have been deleted

Mashablereached out to Sainsbury's for comment, and a spokesperson sent the following response:

“We're really proud that at Christmas we will do a great job of serving our customers wherever and whenever they want us to. This is at the heart of what we are about as a big retailer, particularly at the busiest time of year when our customers rely on us to help them celebrate with everything they need.

"We also know that this is an important time of year for our colleagues, and we do everything we can to accommodate individual requests to help them have the time off that they ask for."