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Amanda Holden and Davina McCall Celebrate Womankind for JD Williams Relaunch

Agency Odd and Image Partnership team up for the campaign launch

Amanda Holden and Davina McCall Celebrate Womankind for JD Williams Relaunch

Womenswear retailer JD Williams relaunches this week with a multi-category department store offer, partnering with with brand ambassadors Amanda Holden and Davina McCall.

Based around the insight that ‘grown’ women seek out enriching experiences within every aspect of their lives, the brand has reframed to become a destination for their customers to discover products for every facet of their life and personality. 

As the brand emerges from the pandemic, it is relaunching to become an online ‘emporium of discovery’. With its tagline fashion, home and the rest, it empowers customers to indulge their individuality with its rich offering of unexpected product, aiming to become the go- to retailer that inspires modern, grown women. 

The campaign launches with a hero TVC spot which is a celebration of Womankind and the infinite individualities of grown women, positioning the brand as the partner to these women to own the life they want and seize confidence in their own skin. 

The campaign was devised by creative agency ODD and produced by Image Partnership. 

Using a clean, elevated studio aesthetic as a canvas for the infinite possibilities of JD.Williams, we show how our customer can put their own unique spin on our diverse product offering — bringing the emporium of discovery to life.

Energetic and elevated, glossy and glamorous; the campaign collides relatability and cross-category products with high fashion. Whether it’s high heels or a garden hose, every visual is imbued with a sense of style, excitement and intrigue.

It will run from Saturday 17th July for four weeks across TV, out of home, social, and digital ads.

Kenyatte Nelson, chief brand officer at JD Williams, comments: “We’re delighted to have both Amanda and Davina on-board at what is such a vital time for JD Williams as we re-launch the brand. In line with our customers, both of our ambassadors are truly modern women who inspire womankind with their different strengths and individuality, they also, of course both look fabulous in the collections! At JD Williams, our aim is to inspire grown women with a wide range of boutique style fashion, lifestyle and home offerings. What better way to showcase the collections than with two of the UK’s best loved women, both at their peak.”

Davina McCall, 53, says of the partnership: “I’m so, so happy to be partnering with JD Williams alongside my longstanding mate, Amanda.  I feel like I am entering a really lovely phase in my life. I feel more confident than ever, I feel comfortable in my own skin and I’ve stopped caring what people think! Being a grown woman means taking life by the horns and going for what you want. It’s really great to be working with a brand who embodies that attitude too.”

Amanda Holden, 50 added: “I’m delighted to be partnering with JD Williams alongside the gorgeous Davina. I like my style to reflect how I feel… strong, feisty, fun and different. For too long women have been ‘told’ what is acceptable to wear at a certain age and set parameters. I’ve always seen fashion as ageless and we’re living in an era where we can take risks and be more ourselves. I make bold but classic choices when I go shopping and wear what suits my figure but most importantly what makes me feel confident. This last year has surely shown us all that life is too short to care what other people think! Dress for YOU. I love that JD Williams celebrates these values and promotes all women in a strong and positive way."

Nick Stickland, executive creative director at ODD said: 'We’re very proud to be a part of an exciting new future for JD Williams. The ambition to create relevancy for a business born in 1875 deserves respect for their heritage whilst bringing both aspiration and a playful narrative to creating desire for their Emporium of Discovery.'

JD Williams is part of N Brown Group which also includes womenswear brand Simply Be and menswear brand Jacamo. The full range is online now at https://www.jdwilliams.co.uk/ 

Featured Companies: Image Partnership

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Brand: JD Williams


Creative Agency: ODD

Director: Casey Brooks

DOP: Simona Susnea (IP)

1st AD: Sam Le Page (IP)

Stylists: Smith and Karl Willst (Amanda's Stylist)


Production Company: Image Partnership

Executive Creative Director: Nick Stickland (ODD)

Associate Creative Director: Callum Walker (ODD)

Art Director: Laura Liggins (ODD)

Art Director: Carlotta Gallo (ODD)

Head of Strategy: David Yates (ODD)

Strategy: Finn Evans (ODD)

Senior Copywriter: Minè Miralay (ODD)

Senior Account Director: Claire Carpenter (ODD)

Senior Account Director: Tara Chandra (ODD)

Account Director: Gannesh Rajah (ODD)

Senior Producer: Sophie Knott (ODD)

Senior Producer: Lawrie McLintock (ODD)

Edit: Thomas Goldser (Avenues Studio)

Post Production

Post Production: Coffee & TV

Post Sound: GCRS

Music: West One Music Group

B-Roll Director: Lawrence Essex (IP)

B-Roll Editor: Harvey Eaton

Retouching: ODD Studio's


Media Planning and Buying: Carat UK

Media Lead: Eleanor Mitchell (Carat UK)

Category: Online retailers , Retail and Restaurants

Genre: People