The Christmas season is officially upon us as Oxford Street has switched on its lights with the help of the NSPCC and Sky Cinema.
Singer Rita Ora took to the stage along with Five After Midnight, Love Island's Montana Brown, Capital FM presenters and others to rally around the Christmas spirit.
For the second year, NSPCC has launched its Christmas campaign to run throughout November and December at the Oxford Street light switch on. This year, along with its headline partner Sky Cinema, it has launched the Light Up Christmas For Children campaign.
With several lights dedicated to the cause set up throughout traditional Oxford Street Christmas lights, Sky Cinema will also be touring the country with a themed bus to raise awareness.
Other activity will include both brands utilising social media to get people involved asking them create their own light switch on and share them with the hashtag #LightsOn while also donating to the NSPCC to help Childline. Meanwhile those shopping on Oxford Street will also be able to buy a gold star pin badge, exclusive to Oxford Street, with the donations going to Childline.
The Drum headed along to see the extravaganza unfold and hear what the public thought of the event, which you can catch in the above video.