By Amy Houston

The retailer bags one of this year’s best Christmas ads, but how did it land on it? The Drum asks the hard questions of Uncommon’s Benny Everitt, Quba Tuakli and Shaun Savage.

Amid a sea of fanciful, often farfetched, Christmas campaigns, JD Sports’s ad instantly stood out for its relatability. It’s the work of the creative ad agency Uncommon, centered around one simple item: the retailer’s iconic duffel bag. Throughout the past 25 years, the plastic carrier has shuttled home new trainers, lugged PE kits to school, carried leftover food, held books and more.

So, how did a humble bag come Read full story ›

Source: The Drum