The Importance Of Portraying Human Truths Accurately and With Nuance
Portraying human truths accurately and with nuance is more important to the consumer than ‘clever creative’ in advertising.
Tipping my hat to JD Sports Fashion and Uncommon Creative Studio who have firmly entered the best Christmas ad chat in the opinions of many.
‘The family portrait’ centres around portraying the nuanced, diverse makeup of modern British families, their unique rituals and ways of celebrating during the festive period. It’s a simple, documentary-style creative that leans on showcasing real and genuine families in many forms.
Chris Waters, JDs UK & EU marketing director said, “…the campaign honours not just the families we’re born into, but also those we choose along the way…our campaign seeks to highlight the authentic connections and lived experiences of all forms of family.”
Interestingly it was only this year that I learnt about a different and fuller interpretation of the phrase ‘blood is thicker than water’. Some believe the full phrase is, “The blood of the covenant is thicker than the water of the womb”, which is interpreted as meaning that the relationships you choose are stronger than the ones you inherit.
The way JD Sports has demonstrated this has definitely struck a chord with our insight community, with over 80% citing that they found one or more of the portrayals relatable to their personal Christmas experiences. Memorable and powerful were the other words used most frequently when we tested emotional responses to the ad.
A big salute to Quba Tuakli, The Uncommon team, the directors and the JD Sports team for delivering back-to-back ads that simply nail delivering human insight.
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