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The new Boots Christmas campaign, featuring Bridgerton star Adjoa Andoh as Mrs. Claus, has quickly become a hot topic on social media across the United Kingdom and the United States. While some viewers appreciate its fresh take on Mrs. Claus and its celebration of beauty and empowerment, others are calling it out as “woke” and “racist.” The ad’s reception has been mixed, drawing both admiration and outrage from audiences online.
The festive ad, titled The Christmas Makeover, showcases Andoh’s Mrs. Claus taking charge of holiday preparations in her “Werkshop,” where she oversees a team of beauty elves, fills gift orders, and adds her own flair with an empowering outfit change and swipe of No7 lipstick. Santa is notably absent from the hustle and bustle, depicted as peacefully sleeping while Mrs. Claus and her elves tackle holiday preparations. In a playful nod to her capability, Andoh’s character quips, “You thought it was all him?”
A Festive Controversy: Mixed Reactions Online
Despite the ad’s playful and empowering message, some X (formerly Twitter) users were quick to criticize the casting of Adjoa Andoh as Mrs. Claus. Andoh, a renowned actress from the Netflix hit Bridgerton, had previously commented on the “very white” nature of the Royal Family during the coronation broadcast. For some, this connection fueled further debate, with detractors accusing the ad of pushing a “woke” agenda and questioning the casting choice.
Others jumped to defend the campaign, pointing out that diversity should not be a reason for backlash. Here’s a look at some of the Twitter reactions capturing both sides of the conversation:
The Bear (@i_iratus): “I’m a bit confused. Why in the world are weapons-grade fannywobbles being thrown left, (far) right and centre about the Boots Christmas ad? Can someone explain it to me? Because I just cannot see why collective knickers have become so very twisted.”
Lorna MacGillivray (@Elemjay1): “It's not straight, white, ‘Christian’ enough for the gatekeepers of the world’s morality. Aka the racist, bigoted wee fruck nuggets.”
Golly 🇪🇺🏳️🌈 (@gollyboys): “Because John Lewis hasn’t shown their Christmas ad yet, so there has to be some sort of outrage and meltdown somewhere to keep the tradition going.”
Kat J Trimble (@KatTrimble): “It’s fabulous! I love it. What the... people are complaining about it? What the hell is the matter with them? It’s 2024. They need to get over themselves.”
Celebrating Diversity and Beauty in a Festive Wonderland
At its core, Boots’ The Christmas Makeover campaign celebrates beauty’s transformative power. Adjoa Andoh’s portrayal of Mrs. Claus emphasizes empowerment and diversity, while her team of beauty elves presents a colorful mix of styles to reflect the wide range of gifts Boots offers this holiday season. With luxury brands like Bubble, e.l.f., Sol de Janeiro, and Laneige featured in the ad, Boots aims to position itself as the top destination for beauty gifts at every price point.
Andoh expressed her excitement about the campaign, saying, “The creative brilliantly shows how beauty can help us feel empowered and fabulous. It can lift your spirits in minutes.” Pete Markey, Boots’ Chief Marketing Officer, echoed her sentiments, describing the campaign as a celebration of those who work tirelessly behind the scenes to make the holidays special.
Social Media Reactions: Outrage and Admiration
While some viewers saw the ad as a charming and refreshing take on a beloved holiday character, others were quick to criticize it, labeling it as an attempt to cater to a politically correct narrative. For some, the choice of a Black Mrs. Claus became a focal point for discussion about inclusivity in holiday advertising:
david hough (@davidhoughone): “I like to think that there is an advertising guru somewhere that gets similar advertising peeps together and says ‘Ok Everyone, Boots want a Christmas advert so what can we do to upset the bigoted racist snowflakes this year’ And they succeed every year. Excellent work Boots.”
monty and lottie. (emma) (@montysbiscuit): “The same people who love Trump, Musk & Farage & obviously didn’t see Bridgerton. (She narrates the first series & plays a major role). Dumbfuck stupid little englanders.”
Others noted the irony of the outrage, with some users claiming the ad’s early release without a poppy (a symbol of remembrance) also fueled negative reactions. As The Bear (@i_iratus) humorously pointed out, the uproar over the ad seemed exaggerated, remarking, “The ad is… bloody weird… but nowt to get upset over, surely?”
Boots’ Christmas campaign has undoubtedly succeeded in sparking conversation, and while it might have ruffled a few feathers, it has also generated widespread praise for its bold and diverse approach to a classic character. For those who appreciate representation in media, The Christmas Makeover is a heartening reminder that Mrs. Claus can embody strength, style, and grace in her own right. And with an impressive variety of beauty gifts in her “werkshop,” it’s clear that Boots is prepared to deliver a magical holiday season for all beauty lovers.
In an age where Christmas campaigns often trend due to controversy, Boots may have tapped into a cultural touchstone by casting a Black Mrs. Claus. While some debate her representation, others see it as a positive, forward-looking gesture. The ad, in this way, captures the season’s spirit of joy and generosity while allowing viewers to see familiar roles in a new light. Whether they love it or hate it, it’s safe to say that Boots’ festive campaign has already made its mark on the holiday season.
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