Boots - Mrs Clause #MakeMagic (2024) :60 (UK)

Adjoa Andoh might elevate anything she's in, but the Boots Christmas ad? It's a mixed bag. Santa's a slacker, leaving all the work to Mrs Claus, who, let's face it, is stuck in the same old trope of the woman saving the day while the man lazes about. The 'werk-shop' is a weak nod to drag culture trying to cash in on the vibe of 2018 with its ‘elf-fluencers’. The CGI is quite impressive, but the ad is currently getting dragged online. Because the star, Andoh, trashed the royal family as "terribly white" during the King's Coronation last year.

Maybe skip the No 7 lipstick this year; this ad doesn't quite earn your purchase.

Speaking about her experience filming the campaign Adjoa Andoh, actor, 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. It can lift your spirits in minutes. I like to keep things simple, but quality is important to me, and Boots can offer that to every shopper at every budget.”

Pete Markey, Chief Marketing Officer at Boots said: “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.

On Boots announcement of the ad on X people are rationing the advert relentlessly. The trans, twerk, and elf-fluencers are far from popular there.

Client: Boots
Production company: Radical
Director: Dave Meyers
Soundtrack: ‘Who’s That Girl’ by Eve
Principal talent: Adjoa Andoh
Elf-fluencers: @soph and @snatchedbywill