Celebrating the energy and ambition of today’s youth.
JD’s 2025 Christmas campaign flips the script on how young people are seen, celebrating a generation that refuses to be defined. “Where Are You Going?” captures real voices, real moments and the raw drive that pushes them forward.
From chasing dreams to enjoying life, every answer tells a story, “I want to be famous. If that doesn’t work, I’ll just become a pharmacist,” says one. Another admits, “You can fail, you can make mistakes… but really, who cares.”
Joined by familiar faces like Cole Palmer, Nemzzz, Jade Thirlwall and Paddy the Baddy, the campaign celebrates ambition, honesty and individuality.
Take a look at the campaign below.
