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Sportswear retailer JD Sports overturns stereotypes of idealized families that are often present in holiday marketing.
The brand’s global campaign, created by agency Uncommon Creative Studio, documents families and traditions of all kinds. Instead of playing into Christmas ad tropes, like depicting a picture-perfect festive meal at home, its ads spotlight the many ways people gather during this time of year.
A hero film, “The Family Portrait,” shows Love Island host Mama Jama fighting with her brothers for the front seat of their mom’s car, while rapper Central Cee hangs out with his three lifelong friends.
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