Uncommon has managed to make a seasonal “moment” out of the JD Sports Christmas campaign. Partly because they’re Uncommon, and partly because it’s the only Christmas ad that’s aimed at younger people, so it makes a change from the crash diet of canopies, turkeys and mince pies.
This year the theme is “Create the new,” with a film that’s all about youthful innovation in style, sport and music – featuring lots of people that hopefully the target audience will be familiar with. JD Sports is a mass-market brand and undoubtedly a go-to for many families and friends at Christmas, so investing in a proper a proper branding message once a year makes sense for them. Ironically the soundtrack is a remix of a 20-year old song.
Feels like it’s as much about a new year as it is about Christmas – another reason that it stands out.
MAA creative scale: 6.5
British Airways
For an entirely different audience, Uncommon and BA have launched a fully seasonal, weather-related outdoor campaign with a series of images that will strike a chord with anyone who’s fed up of the wintry rain and darkness that’s descended upon the UK. It turns the gloom into an asset and makes you instantly dream of sunshine – but the beauty of the images saves the work from being too miserable.
MAA creative scale: 7
