After a week of Live streaming Noddy Holder on Iceland’s website, where he has been left looking extremely bored in an empty room, Iceland reveals its official not-Christmas, Christmas advert and it has a clear message for the nation; #NOTYETNODDY.

Iceland is making a stand and asks customers to support England and Wales in the World Cup, before celebrating Christmas.

The eccentrically dressed Noddy Holder features in a festively lit room, preparing for the moment we’ve all been counting down for. Noddy proceeds to sing looking pretty chuffed with himself, until the instantly recognisable voice of Brian Blessed interrupts him at ‘It’s Christmaaaa…’.

Brian Blessed, another national treasure, stops the announcement of Christmas by stepping in with the voiceover ‘No, no, no! Not yet Noddy! Don’t you know the football’s on’. Instead, he goes onto reveal a huge spread of party food deals that the viewers can buy now from the frozen supermarket.

Caspar Nelson, Marketing Director of Iceland Foods said: “We’ve taken the unusual step of silencing the Christmas legend. With the World Cup kicking off on Sunday we need the nation to be putting their energy into supporting the England and Wales football teams.”

Iceland has confirmed that Noddy Holder is safe and well, being looked after at a secure location. To see how he is passing the time visit www.iceland.co.uk/campaigns/not-yet-noddy

The advert will first air on Saturday night TV during ITV’s I’m a Celebrity across London, Scotland and the Midwest.To watch the full Christmas advert before then head to Iceland’s YouTube channel: https://www.youtube.com/watch?v=sZeUyQ_eE9g

Discover Iceland’s Land of Party in-store and online with Iceland’s exclusive and luxury party food from only £3 per pack including Luxury Hoisin Duck Samosas (£3.00, 10pk) and Luxury Chicken Tikka Naans (£3.00, 10pk). Or get a hattrick of party favourites with any 3 party food products such as Apple Pie Bites (£2.25, 168g), Bubble Bobble Prawns (£2.25, 150g) and Fish and Chip Cones (£2.25, 235g) for just £5.