Aside from John Lewis the Coca Cola Christmas advert is easily one of the most widely anticipated commercials of the season.

However, fans of the brand's traditional Holidays are Coming adverts have been left disappointed this year after their appeared to be something missing.

Viewers have taken to Twitter to complain that Santa Claus no longer winks at the end of the advert destroying its tradition for many.

Viewers have taken to Twitter to complain about this year's Coca Cola advert after Santa Claus fails to wink

In addition the young boy who features in the ad is no longer given a bottle of coke by Saint Nic as is tradition in previous years.

Taking to Twitter Adam Macdonald says that he was left questioning the holiday itself in the absence of a wink.

He said: 'If Santa doesn't drink coke and wink at the end, what even is Christmas?'

Equally distressed was Sam Hanton-Abrahams who added: 'If the little boy is not going ti get a wink from Santa and a free coke what is the point of anything anymore?'

Several viewers were left questioning the Christmas holiday as a whole due to the absence of Santa's wink

Declan McCarthy felt he was unable to enjoy the ad to the full tweeting: 'Where is santas wink at the end of the Coca Cola Christmas ad? It's just not the same'.

User tegan had also noticed that something else was missing from the traditional festive commercial.

She said: 'Only me that notices the little tune at the end has been changes and at the end Santa doesn't wink anymore?'

Many said that they were unable to enjoy the traditional advert as a whole now that the wink is missing

Despite the uproar Coca Cola representatives claim that we may have been seeing things in previous years as they say that Santa has never actually winked.

A spokesperson for Coca-Cola Great Britain said: 'We're delighted to see so many people were watching closely when the Holidays Are Coming ad returned to screens on Saturday night.

'The ad has been on screens for twenty one years but we have to admit that Santa has actually never winked at the end of the commercial.

'We are pleased to say he does wink in our new ad which is hitting TV screens in early December. However, with or without Santa's wink, we can confirm that the holidays are indeed coming and the festive season has officially begun.'

Traditionally the Holidays are Coming advert sees the man in red wink at the end of the commercial

The annual 'Holidays are Coming' advert always shows warmly-lit lorries filled with fizzy pop sweeping along snow-filled roads.

On the side is the is the classic red and white picture of Santa, drawn created in the early 1930s by American Finnish artist Haddon Sundblom.

All of these classic aspects of the advert have remained intact this year aside from the man in red's 'wink'.

The reason for the absence of Father Christmas's wink remains unclear but MailOnline have contacted Coca Cola for a comment.

Some even remarked that the advert appeared to have also had a change in tune at the end

It comes as no surprise that the public have found the change a little distressing with a previous survey showed Coca-Cola's advert is the nation's number one indicator that the festive season has begun.

The study by thinkmoney.co.uk showed 20 per cent of Britons think the appearance of the advert marks the start of Christmas.