JD Sports have done things differently with their Christmas ad this year. Rather than a high-energy, tinsel-filled campaign, they’ve gone for a more authentic approach.

They’ve switched things up by handing youngsters (and some familiar faces) real smartphones to shoot the ad themselves. And it works brilliantly. 

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So, why do we love it?

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No Santa? Snow problem

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The ad steers away from all of your classic Christmas cliches. There isn’t a single elf, Cliff Richard, or slowed-down piano version of an 80s pop song in sight. Instead, it flicks through clips of a hopeful student opening his grade results, the nervy start of a buzzcut, and cameos from Premier League footballers, Cole Palmer and Jeremie Frimpong hanging out with friends. The result is a Christmas ad that feels honest and very relatable for young people. 

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Empowering a generation

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JD put youth front and centre. Typically, a Christmas advert would hero the celebrities and portray them as the main subject. Interestingly, JD Sport has decided to frame the ad around the lives and stories of young people, whether that’s worrying about staying in touch with a close friend, expressing uncertainty about the future, or a simple birthday message. 

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Celebrating what makes us unique 

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Every clip shows a different perspective, journey, and story. The complimenting tagline, “Where are you going?”, is fitting for young people whose lives are just beginning. You get a real sense JD are championing individuality and ambition, something Xmas ads are often deprived of. 

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Need help with your next campaign? Get in touch with our team. 

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