Midlife dating show, My Mum, Your Dad, can be seen as reality TV at its best or worst, depending on your viewpoint. House 337’s campaign for sponsor, fashion brand JD Williams, is reality advertising at its best. Unequivocally. The sponsorship campaign follows JD Williams’ SS23 campaign, also created by House 337, which flipped the script on ageing for women and continuing its mission of busting every preconception and stereotype along the way.

The campaign exists as series of TV idents for the show, that go live as the new series starts on the evening of September 11 on ITV1, ITVX, and STV. The idents appear at the beginning, during and at the end of each episode and feature Davina McCall, the series’ presenter, chatting to a group of women in unscripted, heartfelt moments as they candidly discuss all things dating – from meeting the parents to grandchildren and dating apps. The idents are supported by social content.

Davina McCall is JD Williams’ brand ambassador, making the partnership a perfect fit for the My Mum, Your Dad audience.

The idents are involves bite-size midlife myth-busting anecdotes delivered with wit and humour by women who are living it. They underline the themes that triggered My Mum, Your Dad – the growing awareness and understanding of the importance, and the difficulties, of older adults finding new love and relationships in the next stage of their lives. The TV series aligns closely with JD Williams’ stance of supporting and championing midlife women and its mission to deliver inspirational and accessible fashion and lifestyle products designed specifically for women aged 45+.

Esme Stone, head of brand at JD Williams, stated, “Hearing the tales of these real women in a relaxed environment talk about familiar experiences on their own terms is a refreshing way to reflect our brand. We want to make women feel good about themselves in authentic ways, and this partnership with My Mum, Your Dad is a perfect reflection of this.” 

Zara Ineson, executive creative director at House 337, commented, “Society has it all wrong, thinking midlife women are past it and out of touch, but in reality, they’re out there dating, trying new things, swiping right and basically walking Urban Dictionaries when it comes to love lingo. JD Williams sponsorship continues our long-term brand mission to flip the script on midlife, because we owe it to ourselves to make that next chapter an exciting prospect, right?”

Credits: 

Client: JD Williams 
Head of Brand: Esme Stone
Brand Lead: Donna Scully
Brand Marketing Assistant: Maisie Edgeworth

Agency: House 337 
Executive Creative Director: Zara Ineson
Creative Director: Lou Canham
Art Director: Emma Jordan 
Writer: Alex Holder 
Strategy Director: Eleni Chalmers
Planners: Lottie Mayer
Account Management: Sarah Johnston, Rebecca Snaith, Hannah Thomas 
Media Agency: The 7 Stars; Suzanne Morgan, Libby Foster, Emily Docherty
Photographer: Vicky Lawton

Production Company: Super Nova
Director: Vicky Lawton
Editing Gary Coogan @ The Quarry
Post-production: Simona Cristea @ Coffee & TV  
DoP: Ed Gibbs