The Boots Christmas advert has sparked outrage from viewers, some of whom have called to “boycott” the company because of it.
British health and beauty retailer and pharmacy chain Boots have launched their 2024 Christmas advert, focusing on Mrs Claus overseeing her elves and making beauty-related gifts in her ‘werkshop’.
The advert titled ‘The Christmas Makeover’, features Mrs. Claus organising Christmas gift production after Santa falls asleep.
Adjoa Andoh – known for her role as Lady Danbury in Bridgerton – plays Mrs. Claus.
Boots Christmas advert sparks outrage over ‘gender-inclusive pronouns’
Boots – YouTube
People have expressed anger over the at the ‘woke’ marketing campaign of the advert, which uses the song ‘Who’s that girl?’ by artist Eve and at one point uses them/them pronouns “Oh that’s very them”.
Many have flooded to the comments of the Boots UK social media pages to express anger:
“We are not impressed with your DEI makeover. Expect to make huge losses this Christmas as many of us boycott you. Go woke, go broke.”
Whilst another added: “The new Boots Christmas Ad is a woke monstrosity. Super Diversity seems to be the theme Featuring Adjoa Andoh, the actress who infamously described the Royals once as ‘Terribly White’ finished off with a bit of ‘oh that’s very them’ pronouns.”
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People have expressed anger over the at the ‘woke’ marketing campaign of the advert
Boots – YouTube
A third exclaimed: “What a sick company you are using Santa Claus to promote gender ideology.”
However, the advert has also received applause, with the Boots UK X account receiving thousands of positive replies.
One person took to the comments to express their appreciation: “This is a fantastic advert, as a woman and a Mum who organises our family Christmas alone, I feel strongly represented. Thank you boots!”
Another added: “Loads of anti-woke noise about this advert. I thought I was going to find something horrible but as far as I can see it’s just a festive, fun Christmas Ad! Let’s save our scorn for the real baddies.”
Many others have jumped to the retail giant’s defence
PA
Whilst a third said: “So people are boycotting Boots because its Christmas advert has a Black woman in it. Goodness me!”
Speaking about the advert, Pete Markey, Chief Marketing Officer at Boots stated: “As the UK’s favourite beauty retailer, we are on a mission to spread magic and excitement to beauty enthusiasts this Christmas, whilst also recognising the unsung powerhouses who make Christmas so special.
“This advert is the perfect culmination of both, and I cannot wait to see the reaction and help gift-givers find the perfect gift this Christmas.”