It’s a Family Affair in JD’s 2024 Christmas Campaign

Right on time for the holidays, JD unveils its annual Christmas ad featuring a collective of iconic brand ambassadors such as rapper Central Cee, broadcaster Maya Jama, and more.

This year’s campaign sees the retailer strip back from the sparkle and spectacle of the season, turning its focus to the precious moments of coming together. In the supporting film, titled “Family Portrait,” the starring British talent unite with their loved ones – whether friends or family – to share an intimate look into the more personal side of their lives which fans rarely see.

Opening the video with a scene that’s relatable to most, Maya Jama is seen battling for the front seat of her mum’s car with her two brothers. Central Cee’s scene follows up where he features alongside his childhood friends, kitted out in his staple uniform of a Nike Air Max T-shirt, Woven Cargo Pants, and Woven Jacket. Another close-knit friendship spotlighted in the campaign is Beta Squad. Having fronted past JD campaigns, the latest feature captures familiar faces: Chunkz, Niko Omilana, AJ Shabeel, Sharky, and KingKennyTV as well as Chunkz’s nephew.

From entertainment to sport, the holiday ad also introduces UFC star Paddy the Baddy and footballer Trent Alexander-Arnold in environments far beside the fighting ring and pitch. Taking a break from their day-to-day lives, Paddy is seen visiting his favorite Chinese restaurant with his wife and daughters while Alexander-Arnold jumps into a comfy adidas Originals lounge set for some downtime with his brother and niece at home.

Together, their individual portraits show the diverse landscape of modern-day life where loved ones are more than the stereotypical family construct. If there is one message that JD wants fans to take with them this season, it says it’s the simple act of “forging bonds that really matter.”

You can explore the entire campaign on JD’s social channels.