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Home » Politics » #BoycottBoots trends after Boots’ latest Christmas advert

#BoycottBoots trends after Boots’ latest Christmas advert

Do you think Christmas adverts should reflect modern values, or is tradition the way to go?

Joe Connor by Joe Connor
November 13, 2024
in News, Politics
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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.

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The Boots Christmas ad.
The ad stars actress Adjoa Andoh, who famously described the white Royal Family on the Buckingham Palace balcony as ‘terribly white’.
It references ‘they/them’ pronouns.
Uses woke TikTok ‘influencers’.
And naturally, Santa, as a white bloke, is a lazy bum. pic.twitter.com/bnuYk55qGy

— Darren Grimes (@darrengrimes_) November 8, 2024

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.

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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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Tags: Boots
Joe Connor

Joe Connor

Former editor at The London Economic.

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