Directed by Octopus’ Vicky Lawton and created with Motel, the new campaign film captures a joyful moment of midlife confidence
JD Williams has launched the second phase of their ATL platform ‘We See You’ with creative agency Motel following the successful debut earlier this summer. The 360’ Autumn/Winter campaign launches on Thursday 11th September on TV, BVOD, Social and Digital Display, with Radio and OOH going live shortly after in October.
This phase of the 'We See You' platform continues to reframe the narrative on midlife by making women feel seen in a new chapter full of confidence, adventure, and self-assurance.
When speaking to midlife women about the realities at this stage of life, they told us that for too long, they have felt like supporting actors. But now, it’s all about her. She’s embracing her main character energy and unapologetically taking centre stage, using fashion to help her express this new found or rediscovered confidence.
Vicky Lawton | JD Williams | We See You AW 30
Directed once again by Octopus' director talent Vicky Lawton, the new campaign film captures a joyful moment of midlife confidence and fashion empowerment in a seasonal setting. Just like the spring/summer launch campaign, the film features a bespoke remix of the iconic ‘I See You Baby’ track with the lyric ‘I see you’ echoing the brand’s message of mid-life visibility and celebration.
The hero 30” spot opens on a group of three female friends walking confidently across a road, coffee cups in hand and laughing together with unapologetic energy. They’re dressed head to toe in gorgeously styled autumnal looks and the confidence they exude grabs the attention of JD Williams’ brand ambassador, Gok Wan, who double-takes as he passes by.
We cut to a fourth member of the group arriving fashionably late in a taxi, also dressed in a chic autumnal look. Her friends jokingly tease her tardiness but she styles it out and greets them enthusiastically.
As the group stride through a leafy city park, Gok Wan is once again struck by their aura and playfully grabs a leaf blower from a nearby park gardener, directing it towards the women. Golden leaves swirl around the group, transforming the park into their stage and giving the women their star moment. The track swells and the momentum of the film heightens as the women embrace their main character energy. Our final moment sees the women heading out of the park and our ‘fashionably late’ character gives a knowing smile to camera.
The AV campaign will be followed by OOH and Radio in October. This work will continue to echo the sentiment of the brand film, championing the rebellious spirit of mid-life women and showing off JD William’s wonderful range of seasonal and occasional fashion.
Esme Stone, head of brand at JD Williams commented, “The fashion world has been fixated on youth for far too long – leaving midlife women feeling dismissed and ignored. We’re done with that. Working with our creative agency Motel and fronted by our brand ambassador Gok Wan, we’re putting midlife women exactly where they belong: at the centre of the fashion. Midlife isn’t about fading into the background – it’s about owning your style with confidence. This Autumn, our campaign celebrates the season with fearless knits, statement coats and bold, colour-drenched co-ords. At JD Williams, we’re rewriting the rules – because midlife deserves the spotlight. At JD Williams – WE SEE YOU”.”
Motel creative director Bet Moss said, “Our second ‘We See You’ campaign and we wanted to take the conversation even further. Mid-life women shouldn’t just be seen, they should be celebrated. With Gok Wan, we encourage women to feel empowered with their fashion and lean into their individuality and self-confidence. We hope to spark recognition and rewrite the rules, and I’m excited to see how it resonates with women everywhere.”
