Soundtracked by Toddla T ft Shaybo, the TVC sees a young protagonist king a stroll down 'JD Street' on a cold, quiet, wintery night. At first glance it looks like an ordinary high street, but upon closer inspection it becomes clear that every store has been reimagined with a touch of JD Christmas magic. In the local milkshake parlour (Jammy Donuts: King of Shakes & Cakes), Little Simz can be spotted having a casual catch up over a shake with Ms Banks. Meanwhile, Manchester's very own Aitch and Queen of the South Shaybo are serving up Jamaican patties in the West Indian takeaway next door (Jerk & Dumplings: King of Flava). Maya Jama and Michael Dapaah are running a questionable dog grooming salon (Jama & Dapaah: King of Trims), frequented by a host of famous faces who want their canine companions to have a last minute Christmas trim.

A range of diverse talent was behind the lens with the crew and young trainees hailing from Manchester, Liverpool and London – a commitment laid out by production partner.

JD aims to reflect the role it plays in youth culture through the campaign, which also includes a mockumentary, out of home, social, point-of-sale and a mobile game from fellow Vivendi company Gameloft. JD wants to bring audiences closer to the brand while reinforcing its high street dominance through a creative extension of its "King of trainers" positioning.

The Campaign is a real 'who's who' of the people shaping British youth today. Every one of the cast members embodies JD's bold and pioneering spirit.

The campaign reflects the authentic role in which JD plays in youth culture today- bringing audiences closer to the brand while reinforcing the retail giant's high street dominance through a creative extension of its 'King of Trainers' positioning. In celebration of the retailer's 40th year, and with a nod to its Mancunian heritage, the spot premiered during Saturday's Manchester derby on Sky Sports.