JD is launching the holiday season with its annual Christmas advertisement, featuring numerous well-known brand ambassadors such as CLASH cover star Jade Thirlwall, Chy Cartier, Nemzz, LeoStayTrill, Skye Newman, among others, alongside an impressive 286 young individuals from around the globe. The campaign, titled ‘Where Are You Going?’, allows the iconic British retailer to give the spotlight to the participants who captured footage using their own phones.
The campaign kicks off with the phrase, “We wanted to see the future / so we handed 286 young people a phone,” displayed against a black background. This initiative signifies a notable shift for JD, showcasing its evolution in world-building by enabling a generation that is accustomed to storytelling to take charge.
“Young people today don’t need to be told who they are; they’re already demonstrating it,” states Neil Corrie, Marketing Director at JD. “JD’s ‘Where are you going?’ isn’t about them; it’s created by them. It reflects their voice and direction. This is youth culture, not merely a trend to follow, but a movement to believe in.”
Filmed entirely in portrait orientation, the video combines raw footage and still images that create a digital photo album, capturing the daily lives and dreams of today’s youth while celebrating a generation that defies conformity. Each narrative begins with the same question, ‘Where are you going?’ and every individual responds through a voiceover.
The film showcases a range of experiences, from significant moments to everyday occurrences, with young people sharing the highs of receiving their GCSE results and meaningful visits to their grandparents’ graves, as well as everyday activities like haircuts, bike rides, basketball games, and skateboarding. “You can fail, you can make mistakes…but really, who cares?” one individual remarks.
Within this diverse expression of genuine emotion and experiences, JD’s celebrity brand ambassadors appear in a similarly unedited format, capturing simple joys in life. The campaign starts with Cole Palmer turning the camera to take a photo with fans, and among numerous other clips, we see Jade Thirlwall laughing in the studio, Nemzzz partying in the club, Myles Lewis-Skelly playing tennis, Stillryan on the streets with his microphone, and many others.
Discover more about the campaign on social media and at jdsports.co.uk.
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JD is starting the holiday season with its yearly Christmas advertisement, which this time showcases a lineup of well-known brand ambassadors, including the cover star from CLASH.