Boots’ latest Christmas advert has ignited a firestorm of controversy, sparking a heated debate over the company’s direction and whether it’s gone too far into the “woke” territory. The ad, which debuted on November 7, features a modern twist on the classic Christmas tale, but not without causing a stir. While some viewers have vehemently criticized it, calling it a “woke monstrosity,” others have defended it as a witty and warm reflection of the season.
The ad, titled *Make Magic*, stars Bridgerton actress Adjoa Andoh as Mrs. Claus. The ad takes a bold approach, with Santa Claus relegated to a restful sleep while his wife takes the reins of the North Pole operations. Elves scurry around in the rebranded “Mrs. Claus’s werkshop,” and the use of gender-neutral pronouns such as “them” throughout the ad has drawn the ire of some viewers. The attempt to bring a contemporary, inclusive flair to the beloved holiday story has left many questioning if it’s gone too far.
The backlash on social media has been swift, with many viewers expressing their outrage over what they perceive as an effort to force diversity and modernity into a timeless tradition. The hashtag #BoycottBoots has gained traction, with some claiming the ad is “un-British” and vowing to take their holiday shopping elsewhere. Many of these critics voiced their frustration at the increasing trend of pushing diversity and inclusivity, which they argue detracts from the true spirit of Christmas.
One user on X posted, “44 days of boycotting Boots until Christmas,” while another added, “Again it’s all about diversity… Don’t worry, Boots, we’ll spend our money elsewhere this Xmas.” The choice to cast Andoh has also caused a stir, particularly after her controversial comments about the “terribly white balcony” at Buckingham Palace during last year’s King’s coronation. Andoh later apologized for her remark, but the damage had already been done for some critics who felt her views were out of touch with the values they hold dear.
However, not all reactions have been negative. Supporters of the ad have praised it for its humor, warmth, and inclusivity. One person on X defended the ad, writing, “Boots’ Xmas ad is fabulous—funny, witty, and warm. The grinches who want to #BoycottBoots need to learn something about the spirit of Xmas and develop a sense of humor.” Others chimed in, arguing that those calling for a boycott were being “snowflakes,” with one commenter saying, “All the people posting ‘#BoycottBoots,’ I hope you never complain about people being snowflakes ever again. You’ve just been so offended by an advert about FICTIONAL PEOPLE that you’re willing to never buy from a shop again. Just incredibly pathetic.”
In response to the backlash, a Boots spokesperson defended the ad, stating, “We recognize that people look forward to seeing our Christmas advert each year and will have their own opinions on the creative direction. Our latest advert stars Adjoa Andoh, who is an incredibly talented British actor well known for her leading role in *Bridgerton* and multiple other hit productions. We always strive to create inclusive campaigns and remind viewers that Boots has a gift for every kind of beauty enthusiast. We firmly stand against discrimination of any kind.”
While the controversy over Boots’ Christmas ad may be far from over, it’s clear that the debate over modern inclusivity in advertising and traditional values is here to stay. As the holiday season approaches, it remains to be seen whether the backlash will affect Boots’ bottom line or if the brand will continue to double down on its inclusive messaging. One thing is certain: the intersection of “woke” culture and Christmas is sparking fierce conversations across the country.
