JD Williams Launches TV Idents for its Sponsorship of ITV1 and ITVX Midlife Dating Show My Mum, Your Dad

Sep. 13, 2023

JD Williams has launched a series of TV idents created by House 337 for its sponsorship of ITV1's, ITVX’s, and STV's new midlife relationship show My Mum, Your Dad, which go live as the new series starts on the evening of September 11. 

The idents appear at the beginning, during and at the end of each episode and feature Davina McCall, the series’ presenter, chatting to a group of women in unscripted, heartfelt moments as they candidly discuss all things dating – from meeting the parents to grandchildren and dating apps.

Davina McCall is JD Williams’ brand ambassador, making the partnership a perfect fit for the My Mum, Your Dad audience. 

With its innovative take on midlife singles finding love, My Mum, Your Dad reflects the growing awareness and understanding of the importance, alongside the difficulties, of older adults finding new love and relationships in the next stage of their lives. 

The TV series also aligns closely with JD Williams’ stance of supporting and championing midlife women and its mission to deliver inspirational and accessible fashion and lifestyle products designed specifically for women aged 45+.

Across idents and social, the new campaign involves bite-size midlife myth-busting anecdotes delivered with wit and humour by women who are living it. It follows JD Williams’ SS23 campaign, also created by House 337, which flipped the script on ageing for women and continuing its mission of busting every preconception and stereotype along the way.

Esme Stone, Head of Brand at JD Williams, said:

“Hearing the tales of these real women in a relaxed environment talk about familiar experiences on their own terms is a refreshing way to reflect our brand. We want to make women feel good about themselves in authentic ways, and this partnership with My Mum, Your Dad is a perfect reflection of this.”

Zara Ineson, Executive Creative Director at House 337, said:

“Society has it all wrong, thinking midlife women are past it and out of touch, but in reality, they’re out there dating, trying new things, swiping right and basically walking Urban Dictionaries when it comes to love lingo. JD Williams sponsorship continues our long-term brand mission to flip the script on midlife, because we owe it to ourselves to make that next chapter an exciting prospect, right?”