Boots’ 2024 Christmas ad has sparked outrage for its ‘woke’ agenda.
Social media users have accused the ad of promoting a ‘woke monstrosity’ rather than celebrating the time-honoured Christian festival.
The inclusion of ‘gender-neutral’ pronouns at the end of the ad led some social media users to call for a boycott, labelling the campaign as a departure from the essence of a classic British Christmas.
This reaction illustrates the growing frustration with corporate advertisements becoming politicised.
Criticism Fuelled by Casting and Message
The backlash intensified due to the casting of Adjoa Andoh as ‘Mrs. Claus’. Online critics argued that Boots’ decision to cast her, alongside the ad’s broader emphasis on ‘inclusivity’, and ‘diversity’, alienated traditional viewers. Detractors viewed the campaign as prioritising social messaging over festive joy, with many describing it as an unnecessary shift from beloved Christmas traditions.
The ad even promoted trans ideology with ‘Oh that’s very them’ at the end.
Social media users labelled the ad as political, calling for boycott of the brand.
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Boots Ad politically motivated?
The backlash has been fuelled not only by the content of the ad but also by Andoh’s past public comments on racial diversity, which resurfaced during the campaign.
It is therefore not out of place to say that Boots’ casting decision was politically motivated and that they simply did not care if they alienated their customer base. Customers for Boots seem to be a problem whose attitudes must be subjecdt to education.
Naturally, supporters of the ad applauded Boots for showcasing a modern re-imagining of holiday traditions.
While some argue these initiatives are necessary for representation, others view them as performative or even divisive. The polarised response to Boots’ campaign reveals their problem. Are their advertising department there to sell product and benefit their shareholders, or is it there to satisfy the prejudices of its staff?
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Yet to watch the ad? Here it is!
Christmas NOT gender war
The idea of turning Christmas into a platform for so-called ‘woke agendas’ dilutes the essence of what Christmas represents. It’s the celebration of the birth of Jesus Christ in a constitutionally-Christian country. Christmas, at its core, is a deeply spiritual and religious occasion cherished for centuries by Christians around the world. Its traditions are rooted in the values of love, sacrifice, and redemption, as exemplified by the life and teachings of Christ. Above all, it tells us that God humbled himself to become part of his creation and partake in our human condition, in order to reconcile mankind to himself.
The Bible says,
John 3:16 For God so loved the world, that he gave his only begotten Son, that whosoever believeth in him should not perish, but have everlasting life.
By focusing on ‘woke’ themes, companies trivialise both the faith on which our nation was built and the failed causes their staff aim to highlight. Christmas is not a backdrop for activism or progressive messaging; it is a sacred occasion that calls for reverence and reflection.
The Bible says,
2 Corinthians 9:15 Thanks be unto God for his unspeakable gift.
If brands truly wish to engage with Christmas, they should at the very least remember ‘the reason for the season’ and emphasise themes like humility, faith, compassion, charity, and hope, which are aligned with the teachings of Christ.
They should never overlook the deep spiritual and historical roots of Christmas. Respecting its origins and celebrating it authentically the Lord himself as well as the millions who hold this holiday dear as a time to reflect on their faith and the birth of our Saviour.
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Read and pray
READ: Psalm 103:11-13; Isaiah 7:14; Zech 9:9; Matt 1:18-25;Luke 1:26-35; Luke 2:8-14; John 1:14; Rom 15:13; Gal 4:4-5; 1 John 1:5-9; Philip 2:8-11.
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PRAY: Pray the Lord will raise up God-fearing men of truth and integrity.
Pray for our country.
Pray for our leaders to lead in wisdom and the fear of God.
Pray against any form of communications method used to promote sodomy.
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