What a campaign to begin on. Howatson+Company’s first work for TK Maxx is its Christmas campaign…and it has all the wild hyperbole (aka, fun) that has endeared the world to the brand and underlined its big brands at small prices promise.
Christmas 2022 in Australia has been short on fun ads to talk about so far.
Wonderful directing decisions by Sweetshop director, Damien Shatford, enhance a really distinctive idea. The story is about an unlikely hero. Not Christmas or Santa Claus, but Uncle Simon – the greatest gift giver ever, and of course a TK Maxx shopper.
Here is the director’s cut:
The 30-second spot will run on TV, supported across cinema, radio, OOH and social.
Howatson+Company began working with TK Maxx earlier this year and has also supported the development of a new brand platform, Abso-TK-lutely, which premieres in the campaign.
Jeremy Hogg & Richard Shaw, executive creative directors at Howatson+Company, stated, “This is an exciting first piece of work we’ve done with TK Maxx. It kicks off a new brand platform and tone of voice we can’t wait to help TK Maxx build upon. As for Christmas, we hope the public will like Simon as much as his family does.”
Tony Dunseath, VP marketing at TK Maxx Australia, added, “We believe the new Abso-TK-lutely brand platform is both fresh and distinctive. It brings the emotion we want to help complement our promise of Big Brands. Small Prices. And, who wouldn’t want a triumphant entrance like Simon’s on Christmas day?”
Credits:
Client: TK Maxx
Agency: Howatson+Company
Founder & Chief Executive Officer: Chris Howatson
Managing Director: Renee Hyde
Chief Creative Officer: Levi Slavin
Executive Creative Directors: Jeremy Hogg & Richard Shaw
Creatives: Katy Hulton & Elly Pipicello
Design Director: Ellena Mills
Chief Strategy Officer: Dom Hickey
Senior Account Director: Katy Ward
Head of Production: Holly Alexander
Senior Integrated Producer: Josh Mullen
Production Company (Film): Sweetshop
Director: Damien Shatford
Producer: Belinda Dean
Managing Director & Executive Producer: Edward Pontifex
Executive Producer: Greg Fyson
Director of Photography: Aaron McLisky
Production Designer: Sherree Philips
Post Production: Heckler
VFX Supervisor: Jamie Watson
Editor: Jack Hutchings
Colourist: Billy Wychgel
Sound & Music House: Rumble Studios
Executive Producer: Michael Gie
Composer: Adam Moses
Sound Designer: Tone Aston
Casting Director: Peta Einberg Casting
Production Company (Photography): The Kitchen
Photographer: Juli Balla
Producer: Manuela Leigh
Stylist: Aileen Maar
Hair & Make Up Artist: Desiree Wise
Media Agency: Havas Media Australia
