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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 and 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.