JD Sports just dropped one of the best festive ads we’ve seen in a while.
Handing 286 young people from Tokyo to Berlin a phone, the campaign is a look through a different lens and authentically represents the youth perspective.
Tying in with the brand’s “Forever Forward” messaging, the ad asks each contributor the question “Where are you going?” – showing everything from opening GCSE results to a night at the club.
The likes of Cole Palmer, Nemzzz, Jade Thirwall, Paddy the Baddy, Myles Lewis-Skelly, Stillryan and Skye Newman all feature, but so do members of the community.
The ad is an evolution of story-telling in fashion, giving equal weight “to talent and community, because every story deserves to be seen.
Overlaying the video are honest, candid voiceovers reflecting on where the next gen are headed and how they see themselves getting there.
One voice says ‘I want to be famous. If that doesn’t work, I’ll just become a pharmacist.’ Another admits ‘You can fail, you can make mistakes...but really, who cares’. Someone else confides ‘I’m scared we’re not going to be friends in 10 years’, while another adds ‘I wanna have fun, times are changing – you get me’.
Young people today don’t need to be told who they are, they’re already showing us,” explained Neil Corrie, Marketing Director at JD.
“JD’s ‘Where are you going?’ isn’t about them, it’s made by them. It’s their voice and their direction. This is youth culture, not as a trend to follow, but as a movement to believe in”.
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