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Fashion retailer JD Williams has embraced the Christmas spirit by placing a festive spin on the second installment of its ‘I am’ campaign.

As before, the promotion features an all-female cast intended to empower and encourage ‘real’ women to begin new traditions of their own this Christmas with the aim of breaking with staid conventions.

Paul Ray, group head of brand and advertising at JD Williams parent N Brown Group, said: “As a brand that is committed to championing and empowering 45-60-year-old women, we’re proud to be representing their love of the Christmas season through our continued work with a cast of amazing real-women. I hope the campaign will inspire our customers to have an extra special Christmas with the help of JD Williams.”

Devised by TBWA/Manchester and The Mob Films, the campaign is now live across TV, VOD, social and the print press in a bid to encourage female shoppers to head to JD Williams.

JD Williams recruited TBWA/Manchester in May of this year with a brief to help attract older female consumers.