Amanda Holden and Davina McCall star in the latest JD Williams campaign

The second TV ad campaign in the series landed on 10th September

Online retailer JD Williams has revealed its second TV advert launched on 10th September, featuring brand ambassadors Davina McCall and Amanda Holden. The two TV personalities have come together again to star in the brand’s advertising campaign for Autumn. This campaign marks the significance of the season and is the second advertising campaign featuring the duo since the brands relaunch in July which will run across TV, print, digital and PR.

The campaign features McCall and Holden wearing pieces from the Autumn fashion collections, each dressed to reflect their respective, individual personalities. With images featuring Holden looking chic in an evening dress eating strings of diamonds and pearls from a dinner plate and showing off her phenomenal confidence from behind an oversized umbrella, whilst McCall appears in on-trend jewel coloured silky co-ords and rocking double denim.  Of course, the ad features supporting products to convey their widespread online department store offer.

JD Williams continues to target the ‘grown’ woman; these women are defined as being in their prime, who’s family have grown up and now have time to shift the focus back on themselves again. The retailer partnered with Davina and Amanda as celebrity ambassadors as they both represent the rich tapestry of personalities that make up their target audience. With its tagline ‘fashion, home and the rest’ the retailer empowers customers to indulge their individuality with its rich offering of unexpected product across fashion, home, techy, and gifting categories.

Kenyatte Nelson, Chief Brand Officer at JD Williams, comments, “We’re thrilled to reveal the second instalment of our campaign that exists to celebrate grown women. We had a fabulous reaction to the first campaign release with Amanda and Davina and are proud to be able to showcase the latest advertising campaign release.  The September collections, from fashion, home and the rest have some fantastic, trend led offerings for grown women to discover and who better to showcase them than Amanda and Davina who are back together again in the latest campaign.”

Davina McCall, says of the partnership, “Oh my goodness….I love working with JD Williams and working with Amanda is a hoot… She’s such a laugh. But what I really love about them is they really are trying to think about us women and giving us what we are not getting from other retailers. I mean…. luxurious silky two pieces and double denim!!!! Yes! What’s not to love. And they’ve got you totally covered in terms of workout gear and equipment too!!!! Fashion, Home, and the rest, so true! They have so many great unexpected brands for us to discover too!”

Offering ‘fashion, home and the rest’ JD Williams presents a wide range of clothing in sizes 10 – 32, accessories, homeware, electrics, beauty and more, available online at

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