JD Sports ‘Christmas’ ad celebrates youth culture via iconic bag

By on Monday, November 13, 2023

JD Sports’ Christmas campaign celebrates 25 years of JD’s iconic duffle bag, a symbol in British youth culture.

The Sportswear brand is celebrating multicultural, young Britain with a back-to-basics festive campaign with relatable, real-life scenarios.

The bag is highlighted as the original “Bag For Life,” set to ‘Sweet Harmony’ by Liquid.

The film, by Uncommon, features some famous faces including rappers Kano and Central Cee, singer-songwriter Cat Burns and YouTuber Chunkz.

Featuring 14 influential figures, the campaign showcases their impact on community and culture.

Directed by Amara Abbas from Iconoclast, the film deviates from familiar Christmas tropes.

This weekend the brand got creative with Big Ben, a North Face jacket and some CGI wizardry.

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