JD Sports' Xmas spot is here to make you feel old
In an entertainingly constructed execution from PRETTYBIRD's Salomon Ligthelm, a cameo-fuelled street drips with youth culture.
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Credits
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- Agency Havas SE Cake/London
- Production Company PRETTYBIRD/UK
- Director Salomon Ligthelm
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Credits
powered by
- Agency Havas SE Cake/London
- Production Company PRETTYBIRD/UK
- Director Salomon Ligthelm
- Creative Director Alex Groom
- Art Director Alistair Dixon
- Executive Producer Juliette Larthe
- Mockumentary Director Josef Bates
- Talent Jadon Sancho
- Managing Director Rosie Holden
- Global Head of Production Katie Keith
Credits
powered by
- Agency Havas SE Cake/London
- Production Company PRETTYBIRD/UK
- Director Salomon Ligthelm
- Creative Director Alex Groom
- Art Director Alistair Dixon
- Executive Producer Juliette Larthe
- Mockumentary Director Josef Bates
- Talent Jadon Sancho
- Managing Director Rosie Holden
- Global Head of Production Katie Keith
Confirming the authentic role that JD Sports plays in youth culture, JD Street is a cameo-filled piece, from Havas agency Cake, that leans heavily on the brand's connection to YouTubers/musicians/influencers.
Following a hard-pressed protagonist as he embarks on a shopping trip, the film sees reimagined shops (all with witty J and D names) populated with the aforementioned media stars: Little Simz having a casual catch up over a shake with Ms Banks; Manchester’s very own Aitch and Queen of the South Shaybo serving up Jamaican patties in the West Indian takeaway next door; whilst drill artists Central Cee and Russ Millions are on the hunt for mince pies at the grocery store
Above: A rundown of the stars, if you're not as well-versed in youth culture as the shots editorial team [i.e. had a press release].
Key to the film's success is the interpretation by PRETTYBIRD director Salomon Ligthelm, leading a truly diverse crew that matched the varying needs of the talent and included young trainees hailing from Manchester, Liverpool and London.
Accompanying the hero film is a funny mockumentary, launching via TikTok and JD social channels, that takes the audience behind closed doors of JD Street and into the dog groomers, Jama & Dapaah: King of Trims, featuring Maya Jama and Michael Dapaah.
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Credits
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Nadia Kokni, Global Group Marketing Director, JD Sports, said: “As part of our commitment to elevate youth culture, we’re excited to see our high streets come alive ahead of the festive season. As the number one destination for sports fashion, we’re excited for JD fans to see the new Christmas campaign.
"In our 40th year, it’s fitting that this campaign features an incredible ‘who’s who’ line-up of talent from the world of sport, music and entertainment that truly represents the people shaping youth culture today.”
“As lead agency, appointed to deliver the creative concept," adds Rosie Holden, Managing Director at Cake, "this has been a unique chance to bring together all of Cake's strengths across culture, sport, music and entertainment. All in, it's a thoroughly modern Christmas campaign that plays right to the heart of youth culture, just like JD”.
