And with the England women’s football team celebrations still fresh and the men’s World Cup

Created by creative agency Cake, the TVC is soundtracked by Kano’s “culture-defining” 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

Entering a JD Arcade dreamworld, KSI and Tobi Brown can be spotted challenging each other on the dance machine, while British rappers Bugzy Malone, Knucks and Arrdee are seen battling it out on the air hockey table, alongside British boxing’s Joshua. Top Boy’s Jobson also makes a special appearance alongside Alexander-Arnold, with a wealth of football talent, including Thiago Silva, Virgil van Dijk James Maddison, Harvey Elliott and Euro 2022 goal scorers Ella Toone and Chloe Kelly, visiting the JD Arcade to harness their competitive spirit. 

Rap talent, Central Cee takes on the top score on the pinball machine, with Slowthai and Ms Banks also appearing within the JD Arcade. Grime pioneer Kano makes a guest appearance, with cameos from other well-known figures including Amaria BB (music artist), Kojey Radical (Mercury

The 30-second ad will appear during key English Premier League and World Cup games, running in cinemas for six weeks nationwide. Its debut blockbuster appearance will be in trailers screened before ‘Black PantherMarvel

Inviting consumers to play against their friends and become ‘King of the Game’ a real life ‘JD Arcade’ will be rolled out via a tour of JD stores in Newcastle, London, West Midlands, Bristol

As one of JD’s biggest OOH buys of the year, Routemaster busses are also being fully wrapped, alongside taxi and tram takeovers and huge banners across key cities such as London, Dublin, Liverpool