JD Sports Reinforces its Place In Youth Culture with new Christmas Ad...
In their new 90-second hero film, 'The Family Portrait,' JD Sports demonstrates to brands how to authentically connect with youth audiences...
Happy New Week!
When is it Appropriate for Brands to Start Putting Out Christmas Adverts?
The holiday season is definitely here with the Christmas adverts flooding in. JD Sports has entered the race for this years best Christmas ad with its new 90-second hero film, "The Family Portrait." An authentic documentary style campaign which features several JD-affiliated celebrities sharing intimate moments with their families and friends.
This advert stars Maya Jama fighting for the front seat with her two younger brothers, Beta Squad having a laugh, Central Cee with his three lifelong friends, MMA fighter Paddy Pimblett enjoying a meal with his family at his favorite Chinese restaurant in Liverpool, and Liverpool FC’s Trent Alexander-Arnold spending time with his niece and brother.
This ad resonates deeply with JD’s young audience by showcasing authentic, relatable experiences. Quba Tuakli, senior creative at Uncommon (the agency behind the ad), emphasises the importance of authenticity:
“While others operate around stereotypes and clichés, we wanted to build on JD’s growing reputation for digging deeper in the search for authenticity.”
There's been a noticeable shift in advertising - rather than promoting products it's now about promoting culture. JD Sports’ ad subtly promotes its products while focusing on storytelling and emotion. JD’s marketing has always been focused on inner city youth culture and this has been consistent throughout. As one viewer noted,
“These JD adverts always light me up. It’s like the streets are being recognised for what they’re known for. The community.”
For brands to resonate with their target audience, their messaging and creative output must genuinely reflect the community’s experiences and values. Finding your brand’s sweet spot involves building on what people are already talking about and engaging with.
JD Sports has long been a retail authority, integral to youth culture in the UK. From buying your first pair of Nikes to carrying your PE kit in a JD crossbody bag (last year's Christmas ad theme), this latest brand campaign captures the essence of growing up in the UK. To maintain relevance, brands must earn their place in the cultures they aim to engage with - featuring real people who shape and represent the community is crucial, which is why JD’s selection of affiliated athletes was spot on. These athletes represent different communities and youth culture as a whole.
JD’s longevity in culture stems from their strategy of being a global brand but keeping it local, which has translated into consistent cultural contributions through initiatives and campaigns. The new ad reaffirms JD’s place in culture, showing that grasping cultural references is essential for maintaining brand relevance and engagement.
At Divrse Media, we blend cultural insights with creativity to craft campaigns that resonate deeply with your audience. If you're interested in learning how our expertise in cultural marketing can transform your brand's communication and engagement, schedule a call with us. We'll discuss your brand’s current cultural positioning and how to integrate it authentically into the communities you aim to reach.
Schedule a call with Divrse Media today and discover how to authentically embed your brand within culture.