British superstars brought their best game to celebrate the launch of JD’s new Christmas campaign - ‘King of the Game’. Former two-time unified heavyweight world champion, Anthony Joshua OBE, social media superstar, Chunkz, Season 5 Love Islander, Joanna Chimonides together with YouTuber and rapper, KSI, and fellow Sidemen member Tobi Brow were among the star-studded guests
Taking cues from the new advert, the ‘JD Arcade’ challenged guests to go head-to-head to become 'King of the Game' with ten-pin bowling, basketball hoops, streetwear claw machines and fast-paced air hockey.
Stars were also treated to a pre-screening. JD heroes the best in British youth culture, with this year’s campaign celebrating the spirit of competition and the magic of Christmas. JD’s new festive advert is soundtracked by Kano’s grime track ‘P’s & Q’s’.
The spot opens with a family Christmas shopping trip, featuring JD’s protagonist from last year, played by actor Cole Weallean-Watts.
Just as the boredom starts to kick in, social media star Chunkz catches his eye and signals to an illuminated ‘JD Arcade’.
Entering the JD Arcade dreamworld, he immediately sees YouTube’s finest Sidemen, KSI and Tobi Brown, challenging each other on the dance machine.
Meanwhile British rappers Bugzy Malone, Knucks and Arrdee are seen battling it out on the air hockey table, alongside British boxing icon, Anthony Joshua.
Top Boy actress, Jasmine Jobson, makes a special appearance alongside Liverpool F.C and England ace Trent Alexander-Arnold, as they try their luck on a streetwear claw machine.
Nadia Kokni, Global Group Marketing Director, JD, said: “JD has always been at the forefront of progressing youth culture. As the number one destination for sports fashion, we’re excited to unveil ‘King of the Game’ this Christmas.
"This year’s cast list demonstrates that JD takes pride in spotlighting and supporting talent that are pushing boundaries and hustling to be at the top of their game. The campaign brings to life the power of competition in a fun and festive way that everyone can relate to, reinforcing JD’s position as undisputed at Christmas”.
