Gen Z tears up festive traditions for JD Sports

Gen Z reinvents Christmas in this bold and alternative seasonal spot from UK sportswear chain JD Sports, Create The New, created in collaboration with Uncommon for the fourth year in a row. 

Directed by The Reids through Anonymous Content, the hero film follows a group of young people as they prepare for a New Year’s Eve party. The power goes out mid-event, but they find a way to keep the celebrations going, capturing Gen Z’s resilience and the messy, collaborative way youth culture gets made. 

It features 25+ names from sport, music, fashion and film, including Ferran Torres, Lauren James, Sammy Virji and Josh Baker, set against the classic anthem Not Over Yet, performed by Grace and Paul Oakenfold. 

Josh Tenser, ECD at Uncommon, comments: “Every December, brands tell young people to slow down. JD doesn’t. The next generation is too often written off, so we let what they make answer back. We stripped out the polish and filmed them in the mess of making. Every idea in the film comes from how young people actually create: fearlessly, instinctively and without waiting for permission.”