TBWA\MCR have refreshed their creative vision for JD Williams Autumn 2019 with an insight led campaign which sees the brand move on from their ‘I Am’ platform, while maintaining their positive and empowering attitude.The campaign, ‘Compliments. You Deserve Them’, which plays out across TV, Print, Digital and Social media highlights a universal truth among the audience that women only accept a compliment given to them 40% of the time, which drops to 20% when it’s given to them by their peers.Shot by director Nina Aaldering, the commercial gravitates towards compelling feminine portraits to reflect reactions to compliments which is a narrative carried through to photography shot by Adam Whitehead.JD Williams’ vision is to attract the attention of fashion-conscious women in the 45-60 age bracket with a fresh new approach which puts ‘her’ at the heart of the campaign.CreditsClient: JD WilliamsGroup Head of Brand and Advertising: Paul RaySenior Brand and Advertising Manager: Nat LoweSenior Brand and Advertising Coordinator: Sam ParrishAgency: TBWA\MCRExecutive Creative Directors: Lisa Nichols & Gary Fawcett Art Director: Lewis DunlopCopywriter: David Ryan JonesClient Services: Sara Hetherington / Lydia ShawProducer: Bridget PeliciasDirector: Nina AalderingPhotographer: Adam WhiteheadProduction Company: Mendoza FilmsPost-Production Company: Mendoza Films