Passers-by may well have been a bit taken aback at the sight of Santa reclining on a bench on Newcastle Quayside in September.
The familiar figure in the red suit was spotted apparently snoozing with the Tyne Bridge and also Sage Gateshead as his backdrop and then he was captured again outside St James' Park.
But, no, we haven't suddenly lost two more months to lockdown. Santa's unseasonal appearances were all advertising the fact that the Sony Movies Christmas channel will be launching this week.
The Santa character was seen in Newcastle holding a card reading Wake Me Up on Thursday, September 24 - which is the date that the pop-up channel will launch.
Promising to bring some extra-early festive cheer at a time we might need it, Sony Movies Christmas will feature some Yuletide premieres and "indulgent festive TV movie treats" to get families in the spirit of goodwill from now until January.
Among the exclusive UK premieres, squeezing the time of year into just about every upcoming title, will be A Beauty and the Beast Christmas; Marrying Father Christmas, and The Christmas Cabin.
Free-to-air newcomers will include A Christmas Eve Miracle; Christmas Cruise; Lucky Christmas; The Christmas Contract and Magic Stocking.
And there also will be themed weekend screenings such as Christmas Comedies; Naughty versus Nice; Wicked Christmas and Singing for Christmas.
The channel will be available from Thursday all day every day on Freeview 50, Sky 319, Virgin 424 and Freesat 303.