Luti Media's Daps Rings in the Festive Season with New JD Sports' Christmas Ad

The countdown for Christmas has finally begun! Nothing says this more than this festive ad for JD Sports directed by Luti Media’s Daps.

The ad, which is set against an icy frozen wonderland, brings a vivid, punchy and bold look to a traditional festive theme. With quick shots, fast editing, and a catchy remix to an old Christmas jingle, the ad serves as a modern twist on a Christmas classic.

Shot over 10 days, the spot also features over 30 celebrity ambassadors, including boxing world champion Anthony Joshua, Manchester United’s Jesse Lingard, rapper Bugzy Malone, singer Ella Eyre, Maya Jama, and actor/rapper Jaden Smith.

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The spot for JD Sports, the UK’s leading sports fashion retailer, marks Daps’ jump into commercial work from music videos.

A Nigerian born, British raised, American developed director and writer, Daps began writing concepts and 2nd-unit directing for blockbuster music videos under the wing of Luti Media’s Director X. He’s since directed his own music videos for A-list artists, such as Migos, Drake, Big Shaq, and Nicki Minaj. Daps’ work has garnered billions of views and accolades, as well as captured the attention of large corporations, such as Nike.

Having created pieces in Africa, the UK, and the U.S, Daps adds his eclectic perspective to this new spot. He brings his own unique, bold touch to the ad, emphasising the individuality and confidence of each star as well as the brand itself.


Daps describes the spot as an amazing project to launch his move into commercials from music videos. He is “honoured and thankful” that JD Sports allowed him and his team to “be a part of all aspects of this campaign creatively from photography to the music and casting.”

 Daps in the moment

Daps in the moment

He has also described juggling the brand and all the celebrity ambassadors simultaneously as “a rewarding challenge” and that he is “definitely pleased with the end result.”

With a star-studded cast and bold style, we’re certainly pleased with the spot, too.