Ad of the Day: Central Cee and Maya Jama redefine ‘family’ in JD Sports’ Christmas film
The retailer’s ad agency, Uncommon, has documented different forms of family that make the festive season special for communities everywhere.
JD Sports has put its own spin on what defines ‘family’ this year with a documentary-style ad featuring Central Cee, Beta Squad, Paddy the Baddy, Maya Jama and others.
From the talent to the real people featured in the spot, the cast blends into one as viewers watch different festive traditions unfold between numerous real families and friends.
From two best friends sharing homemade sandwiches during an early morning fishing trip and playful family banter in a bustling kitchen to late-night shifts where colleagues become close friends at a 24-hour petrol station and two pals cruising toward a rave, the spot highlights the beauty of shared traditions and connections.
The ad is soundtracked by a new bespoke edit of Jamie XX tune Wanna from his 2024 album In Waves.
Behind the camera were Elliot Power and Samaneh Aminzadeh, with the film being mostly shot on the lens used for the films A Clockwork Orange, The Shining and Fallen Angels. This wide vintage lens was specially rehoused to make it compatible with the modern era.
The film will be shown on TV, in cinemas and online, plus outdoor family portrait activations will run up and down the UK.
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Credits
Campaign name: Family
Film title: The Family Portrait
Client: JD Sports
Creative studio: Uncommon
Production company: Love Song
Directors: Saman Aminzadeh, Elliott Power
Creative director: Daniel Wolfe
Managing partner: Kelly Bayett
Managing director: Shirley O’Connor
Executive producer: Ellie Goodwin
Producer: John Bannister
Production manager: Kelly Brown
Production assistant: Joss George-Gilbert
Talent liaison: Molly Bolton
Cast coordinator: Jordan Maxwell
1st assistant director: Chris Mears
Director of photography: Norm Li
Production designer: Bon Walsh
Assistant art director: Freddie Cassavetti
Costume designer: Rhiannon Isabel
Costume assistant: Katie Bryce
Location manager: Kim Fenton
Casting: Coralie Rose
Casting assistant: Daisy Moore
Manchester service company: SugarFree TV
Service producer: Michelle O’Brien
Service production manager: Joe Vickers
Service production assistant: Maneeta Talwar
35mm stock and processing: Kodak
Editor: Fouad Gaber
Edit assistant: Chris Day
Edit producer: Caylee Banz
Edit executive producers: Kayt Hall, Ruth Minkley
Visual effects lead artist: Miguel Wratten
Visual effects artists: Timo Huber, Olivia O’Neil, Danny Peoples
Colorist: Simone Grattarola
Post producer: Lily Barron
Sound engineer: Michael Haines
Creative director (audio): Anthony Moore
Producer: Beth Massey
Track: Jamie XX, Wanna
Music house: The Hogan
Music supervisors: Sean Hogan, Letizia Pacchion
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