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CHARLOTTE TATTON CAMPBELL calls out the Xmas grinches who are triggered by a uniquely diverse rendition of traditional Xmas marketing campaigns
“So as I white English man I won’t be shopping in Boots again” [sic]
“That's Boots off my Christmas shopping list, I'll try somewhere else. That's the power of advertising.”
“Can we not just have traditional Christmas adverts ffs 🤦🏻”
It’s that time of year for two of Britain’s favourite past-times – Major retailer Xmas TV ads and…… complaining about them!
This year, Mrs Claus’ Werkshop, involving a dazzling array of diverse ‘elf-fluencers’, has stirred up a particular online (snowflake) storm thanks to featuring in the Boots 2024 Christmas advert – ensuring that #boycottboots has been trending on X (formerly Twitter).
For annual secret Santa participants like myself, Boots is a personal favourite when buying for workmates who you are only partially acquainted with, largely for its range of prices and gifts.
In the advert, Bridgerton star Adjoa Andoh is cast as ‘Mrs Claus’ who oversees her ‘Werkshop’ to the music of ‘Who’s That Girl?’ by Eve. According to Boots UK’s website, Mrs Claus is “preparing beauty gifts for everyone, at every price point.”
Before I’d actually seen the advert, I came across a TikTok video explaining how people will still be shopping at Boots, regardless of the opinions of it being too woke (presumably aimed as a criticism). So, I checked out the advert and... if this is what ‘woke’ means then I can’t see what all the fuss is about.
Yo ho humbug!
The advert gives a fair representation of Boots’ beauty customers, with a diverse cast including people of colour, some androgynous characters and the use of ‘they’/’them’ gender neutral pronouns. Although Boots is for health and beauty, it is evident that the advert focuses on Boots’ beauty consumers. Who gifts Bassett’s Vitamins or Seven Seas joint care for Christmas?! Boots have cast people to represent those who use beauty products, not some form of woke bait to stir up attention.
Typically, the negative views for the advert tend to be from the anti-woke brigade, bemoaning the absence of white homogeneity, and threatening to withdraw their custom - a lot of comments go with the theme of ‘go woke, go broke’!
Comments on this YouTube website include:
“Don’t see myself represented here, Boots obviously don’t want my business”;
“Oh dear, that’s now Boots added to the growing list of retailers I won’t use. Shame.”
“Brilliant advert... ... for Superdrug...”
Many of these have a significant amount of likes, including 2.2k (at the time of writing) for “So as I white English man I won’t be shopping in Boots again” [sic], so it is hard to avoid the conclusion that these comments are generated largely by white snowflake men.
It is perhaps worth reminding these cry-baby grinches that Santa Clause, Mrs Claus and the Elves don’t have a ‘real-life’ identity (shh...they’re fictional!), in which case their gender, race, or sexuality is fluid. So, seeing grown men get upset over a fictional elf using they/them pronouns is hilarious! Boots aren’t dictating who can or can’t use their products and services for Xmas – it’s a fictional story aimed at marketing those products using a diverse cast.
The magic of beauty
Blogs reporting on the advert have focussed largely on the positive aspects of the campaign. The Grocer, for instance, states: “Tapping into female empowerment and the ‘magic of beauty’, the ad showcases Boots’ range of cosmetics gifts”. They cite Boots’ chief marketing officer Pete Markey declaring: “As the UK’s top beauty retailer, we want to bring excitement and choice to everyone this Christmas while giving a nod to the unsung heroes of the season. This ad celebrates the spirit of gifting, inclusivity, and style.”
His comments are mirrored by an overwhelming majority of positive comments on the YouTube channel, such as:
“I love the ad. Fun, and shout out to ladies and want we do to make the holidays shine. Well done”
“Why are so many people opposed to change and FUN, love this advert it made me smile :) what a sleigh!!!!”
“Hahahaha! I LOVE IT! It's witty and fun and fabulous, and I love that actress! Christmas ads don't have to be traditional. 🎉🎄🎊💅❤👑”.
I’m a big fan of Gillette’s advert which features their classic line: “Gillette!... the best a man can get”, currently sung by Tom Grennan, but composed in 1988 by Jake Holmes. I love this catchy tune. It clearly resonates with the public as Gillette have stuck with it for nearly four decades, and I’ve seen people singing along with it when it gets played! Gillette are predominantly known for marketing men’s razors and shaving products, but they also sell Gillette Venus products for women.
As far as I know, unlike the anti-woke brigade spoilsports, there have been no complaints from women ‘not being represented’ from the “best a man can get” because the song is representing its target audience for the Gillette brand, not Gillette Venus. This is exactly what the Boots advert has done; it has made an advert for its beauty users, not those who only use Boots to get their vitamins and Head & Shoulders shampoo.
I am particularly impressed with the incredible attention to detail in the Boots advert, such as the two reindeer portraits named ‘Contour’ and ‘Primer’, the choreographed dynamic between the elves, and of course some good old Christmas magic! This is more likely to appeal to me and others my age instead of those that involve the traditional ‘sitting around the tree and opening presents’.
Give Grinches the Boot!
So, to all you whiny grinches, please do take your business elsewhere – I’m sure Boots won’t miss you – it’ll leave me to shop for my Benefit eyebrow pencil shade in peace, quiet and the spirit of goodwill to all men, women, non-binary people, and elves!
Written by CHARLOTTE TATTON CAMPBELL (BA English Language student, University of Chester, UK)
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