JD is back with its 2025 Christmas campaign, but this time, they’re flipping the script. Instead of a glossy, high-production ad, ‘Where Are You Going? ‘ puts the camera (literally) in the hands of the youth shaping today’s culture.
Shot entirely on mobile phones by 286 creators across the globe, the campaign is beautifully chaotic, just like real life. No sets. No lighting crews. No filters. Just young people capturing their world.
“Where Are You Going?”
At a time when everyone’s trying to define Gen Z, JD’s latest move celebrates individuality and ambition in its purest form. Whether it’s chasing platinum records, grafting for exam results, or just trying to figure things out, every clip in the campaign starts with the same question: “Where are you going?”
“I want to be famous. If that doesn’t work, I’ll just become a pharmacist.”
“You can fail, you can make mistakes… but really, who cares?”
“I’m scared we’re not gonna be friends in 10 years.”
Familiar Faces, Real Moments
JD’s cast blends everyday people with some familiar names from music, sport, and culture, all shot like they’re part of your group chat.
The campaign features:
- Cole Palmer
- Nemzzz
- Jade Thirlwall
- Paddy the Baddy
- Myles Lewis-Skelly
- Stillryan
- Skye Newman
JD Lets the Youth Speak
Neil Corrie, JD’s Marketing Director, summed it up perfectly:
“Young people today don’t need to be told who they are — they’re already showing us. This isn’t about them, it’s made by them. This is youth culture, not as a trend to follow, but as a movement to believe in”.
JD’s “Where Are You Going?” campaign feels less like a living gallery of real life, straight from the camera rolls of the next generation.
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