Since 2019, Mariah Carey has released a “defrosting” announcement video, also known as “It’s Time!”, for Christmas every year. This marks the start of the holiday season with a social media video that has become a tradition for some people.
This year wasn’t an exception. Carey recently made the announcement of a collaboration with Sephora, and this year’s video has got people talking. Except this time, it’s all for the wrong reasons.
Coming out on November 1st, the video gained popularity rapidly, racking up over 148.8 million views, 25.8 million likes, 4 million shares, and 274.8K comments. However, instead of the traditional, basic Christmas videos Carey posts every year, it ended up being an ad for Sephora.
In the video, Carey argues with a Christmas Elf, who complains about being overworked saying, “Bad news, Mariah Carey, the elves are striking this year. Elf revenge for putting us through Holiday hell.” The elf also adds, “Santa’s helper quit. I’m pawning all of this to afford elf therapy.” He continues, “Your lipstick, I’m taking it. Christmas is canceled. No bells, no cheer, no glam. Bye, sweetie.” Carey then tells the elf that he can’t cancel Christmas and following this, she uses her powers to turn the elf into a snowman.
This video gathered mixed reactions. Some people liked the video while others were complaining about it. Now, what were they complaining about? Some social media users were saying that the ad was “mocking” boycotts and strikes, and that it felt “out of touch” due to the recent government shutdown. They were also saying that the ad was “making fun” of the people who have to work at this time of the year.
On the other hand, there were some people who were so excited about the video, praising Mariah for making that video without the use of AI. Despite this controversy, neither Sephora or Mariah Carey have commented on the matter.
In my opinion, I think the video is very well done for not being made by AI, and I don’t think there is an issue with it. I liked the video, although I think that the collaboration with Sephora dampened Christmas vibes and doesn’t feel like the traditional Christmas videos Carey posts every year. But besides that, I think it is a good video.
