The JD Christmas campaign celebrates the diversity of modern families and the meaningful connections that make the festive season truly special.

With an unwavering focus on authenticity, JD presents a unique perspective on traditional family constructs through the eyes of its consumers – redefining what family really means today.

It’s an invitation to everyone to celebrate not only the families they are born into, but the friends and connections that they have found along the way. The people that pull them up and hold them high. Drawing on the diversity of modern families – biological or otherwise – to honor family in its broadest and most inclusive sense.

The JD film, ‘JD: Family Portrait’, heroes five iconic British talents, each bringing their own authentic, real life family connections to the forefront, providing a special insight into the private moments that matter most.

Popular figuresfrom the world of British sport and culture are featured throughout. Central Cee is joined by three lifelong friends that have been there for him since day one, while Maya Jama and her two younger brothers Che and Omar are battling it out for the front seat of their mum Sadie’s car. Paddy the Baddy’s Christmas is a little different, as he, his wife Laura and their twin daughters, Margot and Betsy enjoy a family feast at his favourite Chinese restaurant in Liverpool.

While Trent Alexander-Arnold shares the screen with his niece Aura and his brother Marcell, Beta Squad – a collective that features best mates Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV, show a completely different take on what family can mean, with jokes headlocks, laughs and kick-abouts, joined by Chunkz’ nephew.

But the real stars of the ‘Family’ campaign are theeveryday moments that keep us going and push us forward. From the two best mates sharing homemade sandwiches as they fish early doors and family playfights in a crowded kitchen, to the late-night shifts with colleagues-turned-friends at the 24-hour petrol station, and two pals cruising to a rave.

Every grin, glance, and embrace is supported by a fresh custom version of Jamie XX’s popular song “Wanna,” a potent tune that amplifies every shared emotion, and the sense of community and connection is evident throughout.

JD’s Christmas message this year is straightforward: in a world where families come in various shapes, sizes, and forms, what matters most are the relationships we create. Underpinned by JD’s “Forever Forward” strategy, which debuted with the 2023 Christmas ad, the 2024 campaign highlights the spirit of family by removing the ostentatious decorations that are frequently connected to the festive season.