Boots has dropped its 2024 Christmas ad, “The Christmas Makeover”, and it’s nothing short of a festive serve. This year, the iconic retailer partners with Bridgerton’s Adjoa Andoh, who reimagines Mrs. Claus as a commanding, stylish, and unapologetically fabulous leader of a beauty empire. Directed by Dave Meyers (Acura ad 2023 – A Thrill Ride Across Multiverse), the ad transforms the North Pole into a high-energy, glittering “Werkshop” where viral beauty brands are the stars. Watch also Boots Christmas Advert 2023 – Thank You, Santa and Boots: Gifts That Get Them – 2018 Christmas Advert
UPDATE: Christmas Ad 2024 Boots UK Boycott
In the spirit of the winter holidays, Boots, one of the pharmaceutical and beauty giants, released what they hoped would be a warm and inclusive Christmas advertisement for 2024. But as with everything these days, it has generated more heat than light, sparking a controversy that might make even the reindeer reconsider their annual journey.
Why the Fuss?
The ad features a story where Santa Claus is depicted in a… let’s say, more relaxed light, while Mrs. Claus takes charge of coordinating the entire holiday. Alongside this little twist on traditional roles, the spot includes characters of various ethnicities and gender identities, which some see as an overzealous “woke” choice for a Christmas ad.
What’s the Critique?
- Tradition vs. Progress: Many argue that Christmas is about tradition, and the changes in Boots’ ad seem to undermine this essence. Some have even suggested that Santa should be allowed to rest, but not quite as relaxed as shown in the ad.
- Go Woke, Go Broke: With hashtags like #BoycottBoots, some consumers have vowed to take their business elsewhere, viewing this ad as another example of an imposed “agenda” by companies.
- Diversity or Division? Some social media users have expressed concern that diversity is being used as a tool to divide rather than unite in the spirit of the holidays.
The Other Side of the Coin
However, there are also voices that see the ad as a step forward:
- A Reflection of Reality: Those in favor of the advertisement’s diversity argue that it reflects today’s world, where everyone is welcome at the festive table, not just those from old tales.
- Evolution of Roles: The portrayal of Mrs. Claus as the one running the Christmas operation is seen as a step towards gender equality, even in the fantastical world of Santa.
- Inclusivity Isn’t a Bad Word: Some have noted that inclusivity shouldn’t be viewed as a threat to traditions, but as an expansion of them to include everyone celebrating.
Conclusion: A Christmas Lesson?
So, what can we learn from this controversy? Perhaps the lesson is that Christmas, like all good things, evolves. While some see the Boots ad as an attack on traditions, others see it as an invitation to the 21st-century Christmas table – broader, more colorful, and diverse. In this dance between tradition and innovation, maybe the true spirit of Christmas – of kindness, acceptance, and joy – is what matters most to preserve. Or, who knows, maybe all this fuss is just a sign that we’ve grown tired of talking about the weather and are looking for other topics to warm us up during the winter.
After all, Christmas comes once a year, but controversies seem to come more often, so let’s enjoy the holidays and let ads just be… ads.
Plot: Mrs. Claus Takes the Spotlight
The ad begins with Santa snoring away as Mrs. Claus, played by Andoh, springs into action. She struts into her “Werkshop,” where her team of beauty elves—including social media influencers @soph and @snatchedbywill—are busy testing the hottest beauty products. From No7 lipsticks to Sol de Janeiro’s cult creams, the ad showcases an array of Boots’ top-tier beauty gifts.
The elves’ diverse looks reflect the breadth of Boots’ offerings, whether it’s vampy, glam, or minimalist. After ensuring every gift is ready to wow, Mrs. Claus delivers the campaign’s cheeky mic-drop line: “You thought it was all him?” The message is clear—Mrs. Claus runs Christmas, and she does it with style.
Creative Brilliance and Star Power
Adjoa Andoh brings charisma, confidence, and gravitas to the role of Mrs. Claus, making her the perfect fit for Boots’ first-ever Christmas campaign centered on beauty. With her poised delivery and undeniable screen presence, she reclaims Mrs. Claus from her supporting role, giving her the star treatment she’s long deserved.
Dave Meyers’ direction shines through vibrant, fast-paced visuals, set against the backdrop of a wonderland filled with glossy products and magical snowflakes. Eve’s “Who’s That Girl” adds a playful, empowering soundtrack that mirrors Mrs. Claus’ confident stride.
Pros:
- Bold Reimagining of Mrs. Claus: The ad positions Mrs. Claus as the powerhouse behind Christmas, a fresh take on a traditionally sidelined character.
- Star Power: Adjoa Andoh is magnetic, while the inclusion of influencers ensures Boots stays relevant to younger, social media-savvy audiences.
- Visual Feast: The vibrant, fast-paced “Werkshop” is eye-catching, filled with sleek product shots and stylish set design.
- Wide Appeal: Boots showcases gifts for all beauty enthusiasts, from high-end to budget-friendly.
- Strong Soundtrack: Eve’s hit track amplifies the ad’s playful and empowering vibe.
Cons:
- Lacks Emotional Depth: While fun and engaging, the ad prioritizes spectacle over sentiment, which might not resonate as deeply with those seeking heartfelt Christmas nostalgia.
- Overwhelming Product Focus: The heavy emphasis on beauty could alienate viewers expecting a broader Christmas message.
- Risk of Narrow Targeting: The campaign’s beauty-centric approach may not appeal to those less interested in cosmetics.
Cultural Impact: A Nod to Inclusivity and Empowerment
Boots’ decision to highlight Mrs. Claus as the true force behind Christmas operations feels particularly timely. The campaign aligns with broader cultural shifts toward inclusivity and female empowerment, presenting Mrs. Claus as more than just Santa’s support act. By celebrating diverse beauty and offering products across various price points, Boots underscores its mission of “Good gifts for all.”
The ad also cleverly leverages social media influence, ensuring its message extends beyond TV screens. With younger audiences increasingly engaging with short-form content, the inclusion of beauty influencers adds a contemporary twist.
Final Thoughts
“The Christmas Makeover” is a dazzling, high-energy campaign that successfully blends festive cheer with beauty empowerment. Adjoa Andoh’s Mrs. Claus is a standout, reminding viewers that Christmas magic often lies in the hands of unsung heroes. While it may lack the emotional pull of more traditional holiday ads, it delivers a bold, stylish celebration of all things beauty.
Heartwarming and festive.
Insensitive and materialistic.
Interesting use of music 🙂
Offensive to white men, absolute woke garbage.
A disgraceful advert.
Too early for Christmas ads.