Set aside for moment that this is a TV commercial for a sports fashion retailer that operates 3,400 stores across 32 countries. Appreciate the casting, which features well known British celebrities including a rapper, a YouTube collective, a mixed martial artist, and a television presenter and radio host, as well as dozens of real people from whom it's impossible to tell the difference. Bask in the warm feeling that the director and cinematographer achieved by using the same lens used to shoot the films A Clockwork Orange, The Shining and Fallen Angels. Luxuriate in the music bed, a bespoke edit of a cut by well-known musician, DJ, record producer, and remixer. 

It's not a reach to imagine that this is a commercial designed to sell community, warmth and connection. Because it does.

Finally, imagine if promoting democracy, education and the public good had the same budget and talent. That would do a lot more than just bring a tear to my eye.

ARTICLE: Central Cee and Maya Jama Redefine ‘Family’ in JD Sports’ Christmas Film