JD has this week unveiled its 2024 Christmas campaign entitled, Family.
With an unwavering focus on authenticity, the ad serves as a “vibrant and energetic celebration” of the different forms of family that make the festive season so special for communities around the country.
Through the eyes of its consumers, JD presents a unique perspective on traditional family constructs, redefining what family really means today.
In a press release, the leading retailer for youth fashion and sportswear brands says: “Our 2024 Christmas campaign acts as an invitation to everyone to celebrate not only the families they are born into, but the friends and connections that they have found along the way.”
“The people that pull them up and hold them high. Drawing on the diversity of modern families – biological or otherwise – to honour family in its broadest and most inclusive sense.”
The JD film JD: Family Portrait, features five well-known British talents, each bringing their own authentic, real life family connections to the forefront, providing a special insight into the private moments that matter most.
Popular figures featured in the clip include Central Cee and friends, Maya Jama, her two younger brothers Che and Omar and Mum Sadie. Martial artist Paddy the Baddy, his wife Laura and their twin daughters, Margot and Betsy. As well as Trent Alexander-Arnold, Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV.
The spirited clip is soundtracked by a new bespoke edit of Jamie XX’s hit song ‘Wanna’.
