JD Sports’ message by Uncommon is that family is whatever you feel it or need it to be in its Christmas montage, set to an evocative soundtrack by Jamie XX’s Wanna. It’s a mix of relatives, friends and connections to whom you are bonded.
The campaign understands that Christmas can be a complex time for many families. It opens the joy of Christmas togetherness to all. The commercial features a mix of regular people and famous faces from sport, music and culture, such as Maya Jama and Trent Alexander-Arnold, who appear alongside members of their families, all shown taking part on Personal Christmas rituals and get togethers. (You might also notice the clothes.)
The 90-second spot, directed by Elliot Power and Samaneh Aminzadeh, continues the mood of last year’s Bag For Life spot, while portraying an authentic portrait of family life in Britain today. It is supported by a series of portraits of different types of family groups that will appear on poster sites across the UK and Europe.
“We’re really proud to bring Uncommon’s second Christmas campaign to bear for JD,” stated Quba Tuakli, senior creative at Uncommon. “While others operate around stereotypes and clichés, we wanted to build on JD’s growing reputation for digging deeper in the search for authenticity. With real families cast in every scene, from the ones people were born into, to the ones they stumbled upon. The result is a portrait of the UK during the holiday season – holding a rare honesty, energy and depth – a true reflection of what JD’s young audience experience. This campaign celebrates embracing the nuances of family as you define it.”
Credits:
Creative Studio: Uncommon
Production Company: Love Song
Directors: Saman Aminzadeh & Elliott Power
Creative Director: Daniel Wolfe
DOP: Norm Li
Editor: Fouad Gaber
