Sainsbury’s 'plug boy' Christmas advert receives dozens of complaints from viewers concerned that 'it will encourage children to play with sockets' (9 Pics)

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The new Sainsbury's Christmas advert featuring the unlikely hero 'plug kid' has sparked more than a dozen complaints to the advertising watchdog over health and safety fears.
The festive advert titled 'The Big Night', which sees eight-year-old Tia Isaac perform a festive take on the New Radical's You Get What You Give, has now led to a series of complaints to the Advertising Standards Authority (ASA).
The complaints were prompted by the surprise star of the popular advert- a ten-year-old boy dressed in a gigantic electric plug costume.    
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Sainsbury's new Christmas advert has sparked more than a dozen complaints to the advertising watchdog over health and safety fears
Sainsbury's new Christmas advert has sparked more than a dozen complaints to the advertising watchdog over health and safety fears
The advert which sees ten-year-old Harrison Wilmot, otherwise known as 'plug kid', launch himself into a plug socket has now led to 35 complaints to Advertising Standards Authority
The festive advert also sees eight-year-old Tia Isaac perform a festive take on the New Radical's You Get What You Give
The festive advert also sees eight-year-old Tia Isaac perform a festive take on the New Radical's You Get What You Give
The heartwarming musical advert sees schoolboy Harrison Wilmot, dressed as the electrical appliance, launch himself into a plug socket to turn on the Christmas lights.
Harrison's moment of fame left fans gushing when he first appeared on screen and even generated a new hashtag on Twitter #PlugLife. However it has now been revealed by The Mirror that the ASA received 35 complaints from disgruntled viewers slamming the advert over fears it will encourage children to play with sockets. 
The watchdog is now investigating the matter.
After The Drum first reported the fury surrounding the new festive advert more fans have taken to Twitter to share their frustration.  
It has been revealed by The Mirror that the ASA received 35 complaints from viewers slamming the advert over health and safety fears
It has been revealed by The Mirror that the ASA received 35 complaints from viewers slamming the advert over health and safety fears
One user took to Twitter to write: 'People are ridiculous. Plug boy is awesome and kids need to be brought up to distinguish what's fiction and reality'
One user took to Twitter to write: 'People are ridiculous. Plug boy is awesome and kids need to be brought up to distinguish what's fiction and reality'
 Also sharing their frustration at the complaints @emzi2016 tweeted: 'People will complain about anything! Ridiculous!'
 Also sharing their frustration at the complaints @emzi2016 tweeted: 'People will complain about anything! Ridiculous!'
Rebecca Stewart said: 'OK. Who complained about Plug Kid?? Why are you trying to ruin Christmas'
Rebecca Stewart said: 'OK. Who complained about Plug Kid?? Why are you trying to ruin Christmas'
Another user wrote: 'Those 35 people must have worked for Marley and Scrooge!'
Another user wrote: 'Those 35 people must have worked for Marley and Scrooge!'
 @kmhl_trouble wrote: 'People are ridiculous. Plug boy is awesome and kids need to be brought up to distinguish what's fiction and reality.'
Rebecca Stewart wrote: 'Ok. Who complained about Plug Kid? Why are you trying to ruin Christmas.'
While @emzi2016 tweeted: 'People will complain about anything! Ridiculous!' 
The Big Night, directed by Michael Gracey, brought schoolchildren from across the nation to perform a musical number to the 1998  hit song You Get What You Give.

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