You know you can usually officially declare it's the festive season when the Coca-Cola Christmas truck advert is shown on the tv.
But could the iconic truck soon be a thing of the past?
A dentist is now calling for a ban on the Coca-Cola truck to help fight against children's rotting teeth.
NHS clinical director Karl Bishop says he's alarmed at children lining the streets to catch a glimpse of the festive lorry as it travels around the UK every year.
Mr Bishop wants the fizzy drinks truck banned in Swansea because it makes the battle against tooth decay harder.
The Coca-Cola truck is due in Swansea on November 16 as part of its latest tour around 44 spots around Britain.
The impact of fizzy drinks upon our children is evident when you see the shocking evidence of children with rotten teeth, and the high levels of obese children. Last year in south west Wales alone around 3,800 children had to have a general anaesthetic to have teeth extracted and other dental work.
A spokesperson for the drinks brand said they do not provide drinks to under 12s unless their parent or guardian is present and happy for them to do so.
The fact is, as government data shows, sugar intake from soft drinks by both children and teenagers continues to decline and consumption of full sugar soft drinks in general has fallen by 44 per cent since 2002.