JD Sport’s new Christmas campaign strips back on the sparkle to champion authenticity and celebrate family in all its forms. The campaign is born from the insight that the festive season is made special by the people we surround ourselves with.

“This campaign honours not just the families we’re born into, but also those we choose along the way.” says Chris Waters, UK and EU Marketing Director at JD. He continues: “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.”

The campaign, created with the help of Uncommon, holds a mirror up to British culture to consider what makes Christmas so special to people across the UK. Expanding the definition of ‘family’ the campaign celebrates friendships, relationships and community connections as well as the traditional perceptions of family.

The film, titled ‘The Family Portrait’, heroes five British talents and their families. Each brings their own authentic, real-life family connections to the forefront, giving audiences an intimate insight into the private moments that matter most and make up the festive period.

The film shows Central Cee with three lifelong friends who have been there for him since day one. Maya Jama and her two younger brothers Che and Omar playfully fight each other for the front seat of their mum's car. While Paddy the Baddy and his wife Laura enjoy a feast with their two twin daughters at their favourite Chinese restaurant in Liverpool. Trent Alexander-Arnold is seen with his niece and brother. YouTube stars Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV are part of a collective that redefines what family means as they joke around with one another.

The authentic shots represent the famous faces in a way they have not been seen before. Despite the star power each person is shown with true, real-world connections that bring to life the power of family and their own unique traditions.

Alongside the five celebs, real people can also be seen taking part in their own traditions. Two best friends share homemade sandwiches, a family play fights in a crowded kitchen, and colleagues-turned-friends at the 24-hour petrol station show up for the night shift. The spot highlights the beauty in the small, every day, individual traditions, showcasing the power of connection rather than pomp and ceremony.

The understated but heartwarming film paints a true picture of Christmas that many will recognise, without extravagance but full of connection. Soundtracked by Jamie XX’s ‘Wanna’ the film powerfully celebrates the small traditions to show that Christmas means different things to different people.

Speaking on the campaign, Quba Tuakli, Senior Creative at Uncommon says “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.”

The campaign is a masterclass in the power of authenticity. Alongside the hero film a series of outdoor executions feature 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 pets. The images were shot by Theo Cottle, a documentary and fashion photographer and director based in London.

Through a deep understanding of its audience and the culture in which it exists, JD’s Christmas campaign celebrates family in all its forms. Amongst the tinsel and fairy lights of the Christmas advertising season, understated authenticity and simplicity shine bright.