Why the best Christmas ad so far isn’t really about Christmas

British Christmas ads are the UK’s advertising Super Bowl, and among the early entrants, this sports retailer scores by creatively avoiding Christmas tropes.

I know that most Americans don’t know what JD Sports is, but the major British sports retailer—think a mix between Foot Locker and Dick’s Sporting Goods—just released a Christmas ad that showcases the creativity that this time of year brings out in brands and creative shops.

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