Viewers defend Boots Christmas ad with Bridgerton star after threats to boycott chain over clip
SHOPPERS have jumped to defend Boots after calls to boycott the high street stalwart over its Christmas ad.
Some viewers took to social media to complain over the clip featuring Bridgerton actor Adjoa Andoh, 61, calling it “grotesque” and “woke”.
Since the ad aired, the hashtag #boycottboots has been trending on platform X, formerly Twitter.
The campaign, titled “The Christmas Makeover”, sees the Netflix star play Mrs Claus heading up a team of elves in a “werkshop” with gifts for every kind of beauty fan.
The film follows Adjoa taking charge while Santa Claus sleeps to fulfil the Christmas wish list with gifts from Boots.
Alongside Adjoa Andoh, the film also features two beauty social media influencers @soph and @snatchedbywill helping Mrs. Claus by testing all the amazing Boots beauty products as her trusty “elf-fluencers”.
The advert ends with Mrs Claus commenting: “You thought it was all him?”
One user said: “They’re trying to appeal to the woke-minority”.
Another added: “This grotesque, won’t be buying from Boots this year”
One viewer said: “Brilliant advert… … for Superdrug…”
Another upset user said: “Think I’ll give Boots the boot.”
Some viewers complained the ad wasn’t festive enough.
One user said: “You haven’t even used Christmas music. What were you thinking?”
And another added: “What is Christmassy about this? What a load of rubbish! Is this for kids or adults? I don’t get it? How has this got any Christmas spirit about it?”
Adjoa last year apologised for “upsetting” Brits while commentating on ITV during coverage of the Coronation.
She said: “We have gone from the rich diversity of the Abbey to a terribly white balcony. I am very struck by that.
“I am also looking at those younger generations and thinking: ‘What are the nuances that they will inhabit when they grow?”
Boots said it chose Adjoa based on her “charisma, confidence and gravitas” which aligns with Mrs. Claus’ qualities and “alludes the strong and classy persona, in a cool and beautiful way”.
However, amid the backlash over the Boots ad, some shoppers gave their approval.
One user wrote on X: “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 humour”.
Another said: “All the people posting ‘#BoycottBoots’ I hope you never complain about people being snowflakes ever again.”
A viewer added: “You know, all these ppl getting upset about the Boots advert and wanting people to boycott their shops are just giving the company more publicity. Get a grip.”
Speakling about the ad, Adjoa said: “How beauty can make you feel and how it shapes your identity is very important to me, so when Boots asked me to be a part of their festive campaign and play the vital and often under-valued role of Mrs. Claus, I was thrilled.
“The creative brilliantly shows how beauty can help us feel empowered and fabulous.”
Pete Markey, chief marketing officer at Boots, added: “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.”
Boots Christmas adverts through the years
This year’s advert marks a change of direction for the retailer.
Boots’ Christmas advert last year featured the heartwarming story of a girl’s journey to the North Pole.
The ad titled “Thank you, Santa“, chronicled the girl and mother’s quest to get a gift to Father Christmas.
It was directed by award-winning director Sam Brown, and set to the soundtrack “I’m Gonna Get There Somehow” by Val Doonican.
The previous year Boots’ ad featured an unwitting customer who stumbles across magic glasses that revealed iconic moments including a woman bathing in a candle-lit room and a celeb hitting the red carpet.
How to save money on Christmas shopping
Consumer reporter Sam Walker reveals how you can save money on your Christmas shopping.
Limit the amount of presents – buying presents for all your family and friends can cost a bomb.
Instead, why not organise a Secret Santa between your inner circles so you’re not having to buy multiple presents.
Plan ahead – if you’ve got the stamina and budget, it’s worth buying your Christmas presents for the following year in the January sales.
Make sure you shop around for the best deals by using price comparison sites so you’re not forking out more than you should though.
Buy in Boxing Day sales – some retailers start their main Christmas sales early so you can actually snap up a bargain before December 25.
Delivery may cost you a bit more, but it can be worth it if the savings are decent.
Shop via outlet stores – you can save loads of money shopping via outlet stores like Amazon Warehouse or Office Offcuts.
They work by selling returned or slightly damaged products at a discounted rate, but usually any wear and tear is minor.