Boots features Adjoa Andoh’s Mrs Claus in Christmas ad 2024

High street beauty retailer Boots has launched its 2024 Christmas ad campaign, casting Bridgerton and Doctor Who star Adjoa Andoh as a stylish Mrs Claus in her very own festive “werkshop”. Tapping into female empowerment and the ‘magic of beauty’, the ad showcases Boots’ range of cosmetics gifts.

In the ad, Andoh’s Mrs Claus takes charge as the ultimate Christmas gifting expert. While Santa naps, she leads her beauty elves on the hunt for gifts to fit every budget.

The elf beauty team features appearances by popular social media influencers including @soph and @snatchedbywill, who join Mrs Claus as her trusted “elf-fluencers” testing out Boots beauty finds – recognising the impact the influencer community and trends have on sales, and aiming to tap into a Gen Z audience.

“It’s all about feeling fabulous and empowered,” said Andoh. “Boots makes quality beauty accessible to everyone, and playing a refreshed Mrs Claus who celebrates that was such a joy.”

“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,” said Boots’ chief marketing officer Pete Markey. “This ad celebrates the spirit of gifting, inclusivity, and style.”

Boots’ Christmas lineup this year boasts more than 1,300 gifting options, including 55 new beauty brands and 46 seasonal additions. The range spans from £1 stocking fillers to luxury beauty gift sets under £30, aiming to appeal to a variety of budgets. Trending brands like Bubble, Prada Beauty, and Supergoop feature prominently, and over half the collection is priced at £10 or less.

Directed by Dave Meyers, the ad is set to Eve’s hit Who’s That Girl and launched on 6 November on ITV1, as well as rolling out across social, radio, cinema and online.

Online backlash

However, the ad sparked a wave of criticism from social media users when Boots posted the ad on its X and YouTube accounts.

Comments accused Boots of going “woke” in its casting of Andoh, a black, female actor who caused controversy last year when she made comments regarding a lack of ethnic diversity in the British royal family during the King’s coronation.

Other commenters saw Boots’ ad as an attempt at “queering Christmas”, in condemnation of the campaign’s decision to highlight drag culture.