Iceland has launched its 2022 Christmas ad, showcasing party food for the World Cup.

The 30-second ad is voiced by Brian Blessed and features Slade’s Noddy Holder.

Holder has just begun belting out his famous ‘It’s Christmas!’ line from Slade’s festive-favourite hit Merry Xmas Everybody, when Blessed interrupts, saying: “No, no, no, not yet, Noddy! Don’t you know the football’s on?”

Blessed then talks through some of the deals on offer as we are shown a spread of Iceland party treats, before returning to a now bored-looking Holder.

Read more: Christmas adverts reviewed: can anyone best Asda’s Buddy the Elf?

Iceland’s ad arrives two weeks after major supermarkets began launching their festive campaigns. It is due to air on TV for the first time across London, Scotland and the Midwest on Saturday 19 November during ITV’s I’m a Celebrity.

It follows a series of teasers posted on Iceland’s social media channels and website showing Holder finding ways to kill time, such as building a giant tower of cards.

The tournament kicks off in Qatar on Sunday 20 November, ahead of England’s first match on Monday.

Iceland Foods marketing director Caspar Nelson 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 been registering a series of trademarks for World Cup-themed food recently, including ‘sausage goals’, ‘pie goals’ and ‘footie pies’.