Boots’ Bold Christmas Ad Campaign: Diversity Meets Festive Glamour
Written 15th November 2024 | Subscribe to our Christmas newsletter
It’s that time of year again—Mariah Carey is on repeat, the Christmas lights are twinkling, and the festive adverts are rolling in. But, as is now tradition, the season of goodwill comes with its share of backlash, as social media erupts over yet another Christmas ad accused of being “too woke.”
This year, Boots finds itself at the heart of the debate with its dazzling 2024 campaign featuring Bridgerton star Adjoa Andoh as a fabulously empowered Mrs Claus. Aimed at celebrating inclusivity and the magic of beauty, the advert casts a spotlight on diversity, gifting for all budgets, and female empowerment. Yet, in a disappointing but predictable twist, it has sparked outrage from critics decrying its diverse casting and progressive themes.
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A Festive Celebration Turned Social Media Firestorm
Boots’ 2024 ad, directed by Dave Meyers, takes viewers into Mrs Claus’ vibrant "werkshop," where she leads a team of beauty-loving elves while Santa naps. Andoh’s Mrs Claus is the epitome of festive style and leadership, with her team—including influencers like @soph and @snatchedbywill—testing out beauty finds and celebrating Boots’ extensive range of gifting options. The ad’s soundtrack, Eve’s iconic Who’s That Girl, sets the tone for a fun and fabulous festive celebration.
However, what should have been a joyful Christmas campaign has instead ignited controversy online. Critics accuse the ad of being an attempt to “queer Christmas,” taking issue with its diverse cast, inclusion of drag culture, and use of “they/them” pronouns. Much of the criticism centers on Andoh herself, who faced backlash earlier this year for comments about the lack of diversity in the British royal family during King Charles III’s coronation.
Social media posts have branded the ad “anti-white” and accused Boots of alienating traditional Christmas audiences. The hashtag #BoycottBoots trended soon after the ad’s release, with some vowing to take their business elsewher
Boots’ Vision: Empowerment and Accessibility for All
Despite the backlash, Boots remains steadfast in its mission to make beauty accessible and celebratory for everyone. “This ad celebrates the spirit of gifting, inclusivity, and style,” said Pete Markey, Boots’ Chief Marketing Officer. Featuring over 1,300 gifting options—from stocking fillers priced at £1 to luxury gift sets under £30—the campaign offers something for every budget.
Trending brands like Prada Beauty, Supergoop, and Bubble are featured prominently, with over half the collection priced at £10 or less, ensuring affordability for a wide audience. Boots hopes to resonate with Gen Z through the inclusion of social media influencers and its focus on empowerment and self-expression.
Andoh herself expressed her joy in reimagining Mrs Claus as a modern icon of style and generosity. “Boots makes quality beauty accessible to everyone, and playing a refreshed Mrs Claus who celebrates that was such a joy,” she said.
Rorschach Tests of the Season
As the debate rages on, one thing is clear: Christmas ads have become mirrors of society’s values, sparking discussions far beyond the festive season. While some lament the perceived “woke” shift in Christmas advertising, others celebrate these campaigns as a reflection of a more inclusive world.
Boots’ ad may have its detractors, but it also has plenty of supporters who appreciate its message of empowerment, diversity, and festive cheer. Perhaps the best takeaway from this year’s controversy is that our reactions to Christmas ads reveal more about ourselves than the adverts themselves.
So, whether you’re team “fabulous Mrs Claus” or clutching your pearls over drag elves, one thing is certain: the festive season is here to stay—and it’s more inclusive, empowering, and stylish than ever.
