Mariah Carey is known for declaring the start of the holiday season every November with her famous “It’s time!” video. This year, however, her festive kickoff sparked confusion instead of cheer. The latest clip, meant to celebrate her hit “All I Want for Christmas Is You,” doubles as a Sephora advertisement—and fans are not impressed.
In the new Mariah Carey Christmas ad, the singer appears in an angel costume, ready to hit her signature high note. But before she can finish saying “It’s ti—,” the video cuts to a record scratch. Carey notices her Sephora products have been stolen by her elf assistant, played by comedian Billy Eichner. He reveals, “The elves are striking this year… I’m pawning all of this so I can afford elf therapy.” His comments, meant as a joke, didn’t sit well with many viewers.
Fans Question The Tone Of Mariah Carey’s Christmas Ad
Social media erupted after the Mariah Carey Christmas ad debuted, with critics calling it tone-deaf. Many felt the storyline mocked labor strikes and worker struggles, especially given today’s economic challenges. One X user wrote, “They turned her ‘It’s time’ video into a corporate ad mocking labor movements and using AI.” Another asked, “THAT was the ad Sephora and Mariah Carey decided to go with? In THIS climate?”
According to The List, the backlash continued as more fans voiced their disappointment. Some said the ad felt out of touch with everyday struggles, while others labeled it “offensive” and “corporate.” Viewers argued that Carey’s choice to mix her holiday brand with a commercial message about greed and rebellion missed the warm, joyful spirit her fans love.
A Rare Misstep For The Queen Of Christmas
For years, the Mariah Carey Christmas ad tradition has brought excitement and nostalgia. This time, though, it struck the wrong chord. In the video’s finale, Carey turns her rebellious elf into a snowman and continues spreading holiday cheer by dropping Sephora bags down chimneys. The ending only fueled criticism that the ad promoted excessive commercialization during a time of financial stress for many.
Fans say the Mariah Carey Christmas ad might damage her holiday reputation—at least for now. The star, who earns millions each year from her Christmas classic, may have to rebuild goodwill after this misstep. Whether she responds or lets the backlash fade remains to be seen, but one thing’s certain—this year’s “It’s time!” moment hit a very different note.