The Christmas advert season is in full swing, and Boots’ new festive campaign has stirred up a social media storm.
Their advert, titled “Make Magic”, stars Bridgerton actress Adjoa Andoh as Mrs Claus, who steps in to save Christmas when Santa dozes off. With elves dashing around a rebranded “Mrs Claus’s werkshop,” the advert features plenty of baubles, glitter, and festive cheer. But since its release on Thursday, the ad has prompted the hashtag #BoycottBoots to trend on X, formerly known as Twitter.
Accusations of ‘Woke’ Content
Right-wing critics are calling the advert “too woke.” GB News presenter Darren Grimes highlighted that Andoh uses they/them pronouns for one gift recipient and joked that “naturally, Santa, as a white bloke, is a lazy bum.” The inclusion of trans social media influencers playing some of the elves has also drawn criticism from conservative nationalists, who are especially vocal about Andoh’s role in the advert.
Andoh’s Past Comments Resurface
Critics have revived remarks Andoh made last year during ITV’s coverage of King Charles’ coronation. Commenting on the event’s diversity, she observed a “terribly white balcony” at Buckingham Palace, contrasting it with the “rich diversity” seen in the Abbey. Although Andoh clarified her comments the next day on BBC Radio 4, saying she didn’t intend to offend, the remark drew over 8,000 complaints to Ofcom, who took no action.
Backlash and Boycott Calls
Some right-wing commentators on X are labelling the Boots advert as “un-British,” with a few vowing to take their shopping to Superdrug instead. However, these boycott calls have been met with ridicule in some circles, with critics branding the boycotters “snowflakes” for their perceived overreaction.
After all, it’s Christmas.
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