Central Cee Stars in JD Sports Christmas Spot 'The Family Portrait' by Uncommon

British sports fashion retailer JD Sports just launched a new spot in time for the holiday season. 

Helmed by agency Uncommon Creative Studio, "Family Portrait" strays away from typical Christmas tropes and shows different traditions families uphold during Christmas.

With a star-studded cast, it features "Love Island" host Mama Jama, British rapper Central Cee, as well as MMA fighter Paddy Pimblett. 

The campaign also showcases baby photos of the celebrities on digital billboards.

 

 

 

 

 

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JD Sports UK and EU Marketing Director Chris Waters shared in a statement that the campaign aims to "highlight the authentic connections and lived experiences of all forms of family."

Meanwhile, Uncommon Senior Creative Quba Tuakli explained that "while others operate around stereotypes and clichés," the agency wanted to build on the retail giant's "growing reputation for digging deeper in the search for authenticity."

With the goal of showing real family stories, the latest from the brand and agency creates something that effectively resonates with the British audience — driving emotional engagement through honest and relevant brand storytelling. 

Real Family

Set to Jamie XX's song "Wanna," the 90-second spot kickstarts with a man paying his friend a visit during his nightshift, a woman (played by Mama Jama) getting in a car with her group of friends, and a mother bidding farewell to her kids as she goes off to work.

The rest of the spot plays out like slice-of-life segments:

• Cee goes out of a trailer van to greet his friends
• Two friends go fishing
• A woman gets ready for a night out
• Pimblett has dinner with his family in a Chinese restaurant

 

 

 

 

 

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The commercial peaks with visuals of emotional and warm moments between loved ones, whether at the club, the house, or at an event. 

In the end, viewers are greeted by the stars, as they smile for the camera side by side with their loved ones.

"Family," the screen writes in JD Sports' signature yellow, as the spot ends. 

Previously, Bose launched a star-studded campaign starring Central Cee, LISA, Tyla, and Don Toliver.