JD is kicking off the holiday season with its annual Christmas advert, this time inviting a cast of artists, musicians, athletes, and emerging creatives that includes Chris Stassy, Josh Baker, Sammy Virji, Skye Newman, Lauren James, and the Bov Boys to put their own spin on the festivities.
Traditionally, Christmas campaigns focus on a slow paced, nostalgic ritual throughout the holiday season. JD’s “Create the New” campaign takes a different approach. As the newest addition to the retailer’s “Forever Forward” platform, ‘Create the New” invites the next generation of cultural disrupters to connect, collaborate and create throughout the break.
The short film reflects on JD’s evolving position within youth culture. The 90 second advert opens with a sweeping rejection of tired holiday traditions, as the group embark on a celebration of their own making. Peppered with messages like “Do What’s Never Been Done” and “It’s Not The End”, the campaign reaffirms JD’s dedication to creative expression and cultural evolution from today’s youth.
Soundtracked by Grace and Paul Oakenfold’s ‘Not Over Yet’ and featuring Sammy Virji, Josh Baker, and Chris Stassy, the film reiterates JD’s continued dedication to the electronic music scene, uplifting the key people on the scene who continue to shape fashion and youth culture.
“JD has always been shaped by the communities at the heart of sport, music and style”, says Paul Orange, Managing Director at JD. “With ‘Create the New’, we’re celebrating a generation that is making its own opportunities and taking culture forward. Christmas is a moment to come together, and we want this campaign to capture the energy and ambition of young people who are already thinking about what comes next. It’s that attitude that drives ‘Forever Forward’ and our commitment to giving the next generation a platform.”
Singer-songwriter Skye Newman, streamers the Bov Boys and footballer Lauren James star in the campaign alongside graphic designer Che, and director Frankie Spence in an effort to bring together individuals from different creative paths. This year, as JD reaffirms its international presence and position within global youth culture, the campaign extends beyond the UK with the inclusion of footballer Ferran Torres, mixed martial artist Ilia Topuria, YouTube Streamer Plex, and artists Emelia Mernes, Ele A, Ronisia, and Ino Casablanca.
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