Poundland found itself at the centre of a controversy last year, after its Naughty Elf advertising campaign shocked a number of social media users.
The advert saw the figure allude to a number of sex positions.
One particular scene involving a tea bag soon prompted a complaint from the tea company Twinings, after a product from the brand was used to create the scene, which Twinings said they had no involvement in, and added that it is “obviously not reflective” of their brand values.
But, despite the suggestive poses in the advert having been banned from future use by the Advertising Standards Agency, the Naughty Elf has been confirmed to make a return in the near future.
Poundland announced the news on Twitter yesterday, but have kept much of the upcoming campaign under wraps.
But, there’s a big twist, as it won’t just be the familiar Naughty Elf who will be making a return.
In fact, the character will be wreaking havoc with a friend – with the British variety store giant promising “double the trouble”.
Teasing fans with what to expect, a post on Poundland’s official Twitter account read: “There’s a new friend coming to town… #DoubleTheTrouble.”
The tweet also featured a picture depicting two elves in silhouette, beside the caption: “The Nightmare on Elf Street.”
According to the Daily Star, 85 people complained about the campaign in the run-up to Christmas last year.
However, upon seeing this year’s news, some Twitter users rushed to share their excitement.
“Had to wait a whole year for the adventures of the naughty elves #cantwait,” one person wrote, beside a wink face emoji.
Another person laughed: “Only started following the account for the naughty elves last year. Here’s hoping they’re even naughtier this year.”
A third penned: “Haha looking forward to the little elves.”
“Looking forward to your Christmas tweets this year,” a fourth told the company. “Last year’s were a hoot – not least the outraged responses!”
Last year’s campaign was based on the “Elf on a Shelf” Christmas tradition.
And, while Poundland may have found themselves in hot water, they insisted they’d seen a wealth of positive feedback from many Facebook and Twiter users.
A spokesman for the Advertising Standards Agency (ASA) said at the time: “We concluded the ads, which depicted the toy figures in a sexualised manner and appeared in an untargeted medium where they could be seen by children, were irresponsible and were likely to cause serious or widespread offence.
“The ads must not appear again in their current form.
“We told Poundland Ltd to ensure that their advertising was presented with a sense of responsibility and did not cause serious or widespread offence.”