Christmas is one of the most popular holidays in America. When Nov. 1 arrives, many people are already counting down to Christmas Day. Mariah Carey, often recognized as the “Queen of Christmas” because of her massive hit, “All I Want for Christmas Is You,” has released an “It’s Time” video every year since 2019 to help usher in the holiday season. The videos are wildly popular, gaining millions of likes.
Unlike past years, this year’s video also acted as an advertisement with Sephora. The video features Carey excitedly walking into what looks like Santa’s workshop, only to find a rummaged-through Sephora bag and an upset elf. This elf claims that the elves are striking this year because Carey has put them through “holiday hell,” Santa’s helper has quit and he’s going to pawn Carey’s Sephora makeup for “elf therapy.”
The elf then claims that due to his predicament, Christmas is canceled, and Carey refutes this by saying Christmas can’t be canceled. Then, she says her catchphrase, “It’s Time," transforms into her iconic Santa leotard, turns the elf into a snowman and delivers Sephora bags through chimneys. You can also see Sephora bags in the windows of surrounding homes.
Although this year’s ad accumulated 4.1 million likes on Instagram and garnered the usual praise it gets every year, some people found it insensitive, tone deaf and claimed it was mocking working class consumers.
“Mocking Americans boycotting this corrupt capitalist system,” one TikTok with 3.5 million views and nearly 600,000 likes said.
This branched off into a larger conversation dissecting elements of the ad. An eight-minute TikTok analyzing the ad pointed out the demonization of striking and boycotting corporations, the demonization of the elf being reflective of the working class, the implication that the elf doesn’t receive health care or is paid adequately and the parallels between forcing the elf to work against his will and without adequate benefits and the government shutdown and employees working unpaid.
Another user pointed out the demonization of striking and boycotting possibly being a reference to Sephora and other beauty brands being on BDS lists because of their ties to Israel. This ad also comes before the nationwide boycott happening for a week between Nov. 25 and Dec. 2.
There was also a connection drawn between the Sephora $10 billion revenue controversy and the upset elf in the ad. In 2023, Sephora garnered $10 billion in revenue and as a thanks to their workers, simply gifted them with a “stale cookie” and a letter thanking them. Many employees found this insulting and out of touch. People believe this ad was mocking that situation and their employees in general.
Many people believe the ad was bad-timing among the SNAP cuts, federal workers going unpaid during the government shutdown and general difficulty for many people given the economic and political climate.
A lot of people felt Carey turning her iconic “It’s Time” video into an ad took the fun from what’s supposed to be a silly and spirited social media tradition. People also pointed out the irony in the lyrics of “All I Want For Christmas Is You” being about enjoying a non-materialistic Christmas with your loved ones being used in an ad that urges consumers not to cancel Christmas and to buy Sephora products this holiday season.
There were also comparisons between this ad and the Sydney Sweeney American Eagle ad controversy. The comparisons stated that problematic and tone deaf advertisements have been on the rise and this type of advertising is purposefully tone deaf and meant to stir conversation, push division and emotional responses.
Neither Sephora or Mariah Carey have answered to any of the backlash about the ad.
