JD Sports has launched a new holiday campaign featuring a host of British celebrities and their families.
- The campaign places a spotlight on the true essence of family, emphasising authentic connections beyond the traditional bonds.
- Maya Jama and Trent Alexander-Arnold are among the stars featured, each accompanied by real-life family members and close friends.
- Directed by Elliot Power and Samaneh Aminzadeh, the advertisement is soundtracked by a custom edit of Jamie XX’s ‘Wanna’.
- The campaign follows JD’s ‘Forever Forward’ messaging, continuing its narrative from last year’s holiday season.
JD Sports, a leading name in sports fashion and lifestyle, has unveiled a new Christmas advertisement campaign, drawing attention to the importance of family. This campaign, according to Chris Waters, the UK & EU Marketing Director at JD, seeks to honour not just the families we are born into but also those we choose. The theme ‘Family’ strips back the festive decorations to concentrate on meaningful, authentic relationships that the company believes resonate deeply, especially during the holiday season.
Prominent figures such as Central Cee, Maya Jama, and Trent Alexander-Arnold, alongside others like Paddy ‘The Baddy’ Pimblett and Beta Squad, appear in the advertisement. Each celebrity is joined by their real-life families and close associates, offering a glimpse into their personal connections. This focus on genuine interactions aims to celebrate the bonds that matter most in personal and public life.
The advertisement, created by Uncommon Creative Studio, is directed by Elliot Power and Samaneh Aminzadeh from Love Song. It features a specially tailored music edit of Jamie XX’s ‘Wanna’, adding a rhythmic backdrop to the visual storytelling. This continues JD’s ‘Forever Forward’ message, a campaign strategy introduced last year.
Premiering on JD’s own channels, the advertisement will expand its reach by launching digitally the following day. This strategic release plan maximises initial exposure while engaging a broader audience through subsequent digital platforms.
JD Sports’ campaign offers a heartfelt tribute to varied family connections, aligning with their ongoing message of authentic relationships.
