Boots has launched its star-studded 2024 Christmas campaign, The Christmas Makeover, featuring Bridgerton star Adjoa Andoh as a glamorous and empowered Mrs. Claus. In a departure from the retailer’s previous festive campaigns, Boots delivers a Hollywood-style spectacle, celebrating the magic of beauty and highlighting the often-overlooked powerhouses of Christmas preparations.
Set in Mrs. Claus’ vibrant “Werkshop,” the ad showcases Andoh leading a team of stylish beauty elves who are hard at work creating gifts for every beauty lover. From glamorous and vampish elves to those sporting classic elegance, each embodies a distinct beauty style. The film highlights Boots’ expansive range of 1,300 gifts, which includes 55 new beauty brands and 46 fresh seasonal gifting collections, featuring viral brands like Bubble, Sol de Janeiro, and Laneige.
Directed by Dave Meyers and produced by Radical, the ad is set to Eve’s hit track Who’s That Girl?, enhancing its upbeat, high-energy feel. The storyline follows Mrs. Claus as she prepares a dazzling range of gifts with her beauty elves while Santa sleeps, culminating in her triumphant declaration, “You thought it was all him?” The spot playfully suggests that the real magic-makers behind Christmas are the unsung heroes working behind the scenes.
Pete Markey, Boots’ Chief Marketing Officer, expressed enthusiasm for the campaign: “As the UK’s favourite beauty retailer, we aim to spread magic and excitement to beauty enthusiasts while recognising the unsung heroes who make Christmas special. This advert beautifully captures both, and I can’t wait to see the joy it brings to gift-givers this season.”
Adjoa Andoh embraced the role wholeheartedly, sharing her excitement: “Beauty has such an incredible power to uplift and empower. This campaign is a fantastic way to showcase how even small touches of beauty can make us feel amazing. Boots offers something special for everyone, making it easy to find that perfect, quality gift for any budget.”
Accompanying Andoh are popular beauty influencers @soph and @snatchedbywill, cast as Mrs. Claus’ “Elf-fluencers,” who help test out Boots’ beauty products in the Werkshop. This social media tie-in not only celebrates Boots’ range but also brings in a digital element with shoppable looks and influencer-led inspiration, ensuring the campaign resonates across traditional and online platforms.
Ryan McManus, Chief Creative Officer at VML UK, remarked on the campaign’s fresh perspective: “This festive ad finally gives Mrs. Claus the spotlight she deserves. We wanted to celebrate all those who go the extra mile during the holidays and bring to life the magic of beauty with crafted worlds and modern twists on Christmas.”
Boots’ 2024 campaign represents a bold new approach, merging tradition with modernity in a way that celebrates beauty’s transformative power and the joy of giving. With prices ranging from £1 upwards and 50% of gifts under £10, Boots makes sure everyone can feel special this Christmas. The campaign will run across TV, radio, social media, and online for seven weeks, inviting viewers to experience the magic that Boots has to offer this season.
