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We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
As far as Christmas ads go, Family Portrait by JD Sports (UK) immediately feels different.
And that’s part of the reason it stands out. There is no winter wonderland, no talking animals. No laden table or tree, no red, gold and green Christmas glow. No ugly sweaters – definitely no ugly sweaters for JD Sports.
JD Sports’ Christmas spot, led again this year by Uncommon, pushes back against the safe and sentimental seasonal aspiration we’re used to. Instead, we see people navigating celebration around shift work, enjoying the day with their mates, and eating Christmas dinner in the form of chicken-and-cranberry sandwiches or Chinese.
The contrast makes for a touch of melancholy, enhanced by Wanna by Jamie xx as the ad’s soundtrack. So conditioned are we to our fairytale narratives at this time of year that it can be a bit jarring on first watch.
Family Portrait feels diverse in its casting, if a bit biased towards a certain subsection of Britain that must favour JD Sports. But even if you don’t see yourself in the ad (or shopping at JD Sports for that matter), this ad really is for all of us.
Because rather than rehashing tired old tropes that subconsciously heap pressure to stage the picture-perfect Christmas, JD Sports pushes the conversation forward, granting permission to see the beauty in our personal traditions and whoever we choose to do them with.
The result is refreshing, real and more inclusive than simply featuring different faces in an unchanging setting. The impact, at the end of the day, is just as uplifting as the kinds of Christmas ads we’re used to – and maybe even more so.
→ As a strategist, Lauren has honed and grown her craft across multiple network agencies, leading the strategic charge on brands such as Monash University, Public Transport Victoria, Defence Force Recruiting, Bonds and 7-Eleven. An advocate of an audience-first approach, Lauren enjoys the pursuit of new insight and counts brand and comms strategy, consulting, and understanding data among her strategic skills.
