JD Sports Redefines ‘Family’ at Christmas with New Campaign by Uncommon
The campaign strips back the decorations to reveal what really makes this time of year so special documenting families that make-up the UK
15th November 2024, UK — Today JD, the leading retailer for youth fashion and sportswear brands, unveils its highly anticipated 2024 Christmas campaign ‘Family’, a true documentation of the different forms of family that make the festive season special for communities around the country.
Christmas is a time of rituals. Some conventional, many unique. Whether it’s big family dinners or a cheeky takeaway with the boys. Time away from work or late night shifts with friends you’d never have met otherwise. Christmas means different things to different people. The film is an authentic documentary of what this time of year means to people today — from talent to real people — the cast blends into one as we watch these different festival traditions unfold amongst numerous real families and friends.
With an unwavering focus on authenticity, JD presents a unique perspective on traditional family constructs through the eyes of its consumers — redefining what family really means today.
It’s 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.
A DOCUMENTARY OF FAMILY IN THE UK
The film, titled ‘The Family Portrait’, heroes five iconic 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 from the world of British sport and culture are featured throughout. Central Cee is joined by three lifelong friends that have been there for him since day one, while Maya Jama and her two younger brothers Che and Omar are battling it out for the front seat of their mum Sadie’s car. Paddy the Baddy’s Christmas is a little different, as he, his wife Laura and their twin daughters, Margot and Betsy, enjoy a family feast at his favourite Chinese restaurant in Liverpool.
While Trent Alexander-Arnold shares the screen with his niece Aura and his brother Marcell, Beta Squad — a collective that features best mates Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV, show a completely different take on what family can mean, with jokes, headlocks, laughs during a kick-about, joined by Chunkz’ nephew. Each scene is more than a cameo; it’s a true representation of the connections that matter to each person, and the way those connections give each person the tools to take on the world.
But the real stars of the campaign are the real people cast showing their own traditions. From the two best mates sharing homemade sandwiches as they fish early-doors, and family play fights in a crowded kitchen, to the late-night shifts with colleagues-turned-friends at the 24-hour petrol station, and two pals cruising to a rave.
A CRAFTED PRODUCTION
From start to finish, the feelings of togetherness and connection are clear, every smile, look and embrace — each moment underpinned by a new bespoke edit of Jamie XX’s hit track “Wanna” — a powerful, evocative melody that enhances every emotion shared.
The film was directed by Elliot Power and Samaneh Aminzadeh through Love Song. The film was mostly shot on the lens used for Clockwork Orange, The Shining and Fallen Angels. The oldest, widest vintage lens — specially rehoused to make it compatible for the modern era. The film will be played across TV, Cinema and online from 15th November.
OUTDOOR CAPTURING FAMILY PORTRAITS
The campaign also includes a series of outdoor executions with shots of actual families and talent that feature in the film. The photographs capture intimate moments of companionship from friends to new born babies to a pet dog. The outdoor artfully crops in on these images with a single headline on each simply stating — ‘Family’.
The images were shot by Theo Cottle — a documentary and fashion photographer and director based in London. The outdoor work will run up and down the country including hero sites in London, Manchester and across Europe.
Chris Waters, UK & EU Marketing Director at JD said: “This campaign honours not just the families we’re born into, but also those we choose along the way. 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. Uncommon crafted an authentic portrait of Britain today across this entire campaign — it’s one we’re really all so proud to share.”
Quba Tuakli, Senior Creative at Uncommon added: “We’re really proud to bring Uncommon’s second Christmas campaign to bear for JD. 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.”
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 ‘The Bag for Life’, stripping away the superficial decorations often associated with the festive period, revealing the true essence of the holidays: the spirit of family.
CREDITS
Campaign name: Family
Film title: The Family Portrait
Client: JD Sports
Creative studio: UncommonProduction company: Love Song
Director: Saman Aminzadeh @Samansgram
Director: Elliott Power @Elliottpower_
Creative Director: Daniel Wolfe @Danieljudewolfe
Managing Partner: Kelly Bayett @Kellybayett
Managing Director: Shirley O’connor @Shirleyoc
Executive Producer: Ellie Goodwin @Elliegoodwin
Producer: John Bannister @Johnbanno
Production Manager: Kelly Brown
Production Assistant: Joss George-Gilbert @Somejuice
Talent Liaison: Molly Bolton @Mollyjessica
Cast Coordinator: Jordan Maxwell
1st AD: Chris Mears @Christophermears
DOP: Norm Li @Norm_li
Production Designer: Bon Walsh @Bon.WalshAssistant Art Director: Freddie Cassavetti
Costume Designer: Rhiannon Isabel @Rhiannon_isabel
Costume Assistant: Katie Bryce @Kkittybb
Location Manager: Kim Fenton @Kimfenton27
Casting: Coralie Rose @Roadcasting
Casting Assistant: Daisy Moore @Daisymoore17
Manchester Service Company: SugarFree TV @Sugarfree_tv
Service Producer: Michelle O’Brien @Michob1
Service Production Manager: Joe Vickers @Joe_vickers_uk
Service Production Assistant: Maneeta Talwar @Maneeta_t.X
35mm Stock & Processing: KODAK @Kodak_shootfilmEditor: Fouad Gaber
Edit Assistant: Chris Day
Edit Producer: Caylee Banz
Edit EP: Kayt Hall & Ruth Minkley
VFX Lead Artist: Miguel Wratten
VFX Artists: Timo Huber, Olivia O’Neil, Danny Peoples
Colourist: Simone Grattarola
Post Producer: Lily BarronSound Engineer: Michael Haines
Creative Director (Audio): Anthony Moore
Producer: Beth Massey
Track: Jamie XX ‘Wanna’
Music House: THE HOGAN
Music Supervisors: Sean Hogan & Letizia Pacchioni
MORE ABOUT THE JD ‘FAMILY’ CAST
Central Cee: The next-gen rap sensation, dropping bars and hits that resonate, making waves across the UK music scene. Family connections in the film: Featured alongside three life-long best mates with a lasting bond.
Maya Jama: The ultimate vibe queen, lighting up screens as a TV presenter and DJ with her unmatched energy. Family connections in the film: Featured together with her mum, Sadie, and brothers Che and Omar to celebrate the unique ties of familial love.
Trent Alexander-Arnold: The right-back wizard of Liverpool FC, serving up assists and fire plays like a boss. Family connections in the film: Featured with his niece, Aura, and his brother, Marcell, reminding us of the love and warmth that ties family together.
Paddy “The Baddy” Pimblett: The UFC superstar from Liverpool, known for his killer moves and even bigger personality inside the octagon. Family connections in the film: Featured with his wife, Laura, and their twin daughters, Betsy and Margot, portraying the beauty of nurturing a family balanced with pursuing personal ambitions.
Beta Squad: The squad that keeps it real with hilarious challenges and mad content, dominating the YouTube scene. Family connections in the film: Featuring Chunkz, Niko Omilana, AJ Shabeel, Sharky, and KingKennyTV to show that family can also mean friends, and the family you choose.
MROE ABOUT JD SPORTS
JD is a UK-based global multi-brand retailer with approximately 3,400 stores employing more than 65,000 colleagues across 36 territories, including a strong presence in the UK, Europe, North America and Asia Pacific. JD has a compelling and industry-leading proposition, providing customers unrivalled access to the finest brands by combining internationally recognised names with own-brand labels across sports, fashion and outdoor.
