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It’s enough to make you lose your appetite. A Tesco ad campaign for homemade pizza features a bloke so terrifying you wouldn’t want to meet him wielding a knife in your kitchen or anywhere else.

Twitter pulled its collective duvet over its head and tried not to think about it.

If you think he looks familiar then you might be on to something.

Or perhaps you were thinking about this.

@photosonny, who spotted the original ad, suggested some alternative wording.

Or maybe …

Don’t worry kids, it’s only the pizza he is slicing into tiny little bits. Not you.

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