With the Christmas holidays drawing ever closer, JD—the leading retailer for youth fashion and sportswear brands—has today unveiled its highly-anticipated, star-studded campaign for Xmas 2024. Titled ‘Family’, the campaign is a vibrant and energetic celebration of the different forms of family that make the festive season special for communities around the country.
JD, always with authenticity at its core, presents a unique perspective on traditional family constructs through the eyes of its consumers and invites everyone to celebrate not only the families that they were born into, but also the friends and connections they’ve found along the way. The campaign’s film, JD: Family Portrait—soundtracked by Jamie XX’s atmospheric, piano-led track “Wanna”—puts the spotlight on five beloved British talents, who each bring their real-life family connections to the forefront and provide a special insight into the private moments that matter most.
In the film, chart-invading UK rapper Central Cee is joined by three of his closest friends, who have been there since the very start; IT Girl Maya Jama and her two younger brothers, Che and Omar, battle it out for the front seat of their mum Sadie’s car; Paddy the Baddy’s wife, Laura, and their twin daughters, Margot and Betsy, swap Turkey for a slap-up Chinese meal a local spot in Liverpool; football star Trent Alexander-Arnold shares the screen with his niece, Aura, and his brother, Marcell; and YouTube legends Beta Squad—aka best friends Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV—are joined by Chunkz’s nephew and show the importance of true friendship, with laughs and kick-abouts aplenty.
“Our JD Family campaign honours not just the families we’re born into, but also those we choose along the way,” says Chris Waters, UK & EU Marketing Director at JD. “At this time of year, the essence of family is woven into everyday life, and our campaign seeks to highlight the authentic connections and lived experiences of all forms of family. As the leading retailer in sports fashion and lifestyle, JD proudly showcases this year’s incredible talent alongside their families, celebrating the bonds that truly matter in moments that represent them.”
This year, JD’s festive message is a simple one: in a world where families come in every shape, size and form, it’s the bonds we forge that really matter. The 2024 campaign, underpinned by JD’s ‘Forever Forward’ platform—which launched with the 2023 Christmas campaign—strips away the superficial decorations often associated with the festive period, revealing the true essence of the holidays: the spirit of family. For more, head to the JD website.
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