Wieden + Kennedy London created a whole new kind of retail and customer relationship with its quirky, friendly Ridiculous Possibilities campaign for TK Maxx in March. The agency had perhaps realised that department store retailing needed a real jolt to kick start people’s enthusiasm again. It provided a brilliant one.
The campaign has begun again, with a new series of absurd stories from imagined TK Maxx fans. Perhaps timed to coincide with Bridget Jones’ Baby, whose narrator style the ads mimic?
Deborah Dolce, group brand and marketing director, at TK Maxx explained, “Anyone who has shopped at TK Maxx knows that our stores are like treasure troves and it’s impossible to predict what you might find. Customers often tell us about their interesting, unexpected finds and, of course, the liberation of our amazing prices, which results in Ridiculous possibilities.
“This new campaign dramatises the real-life TK Maxx shopping experience with a brilliant twist of style and humour, which we hope will encourage new and existing fans to embrace the opportunity of big labels at small prices. Ridiculous possibilities might be that designer item you never thought you could afford, the chance to overhaul your wardrobe and home with quality items or the chance to try something new.”
The first spot stars, stunt rider, Sarah Luzita, and her story about what happened after she found a leather biker’s jacket at TK Maxx.
The second commercial that launches on TV in the UK on September 8 will show an astronaut doing her make-up in space.
The TVCs that were created by Mark Shanley & Paddy Treacy, will be supported by print, OOH, digital, social, mobile and PR by Ogilvy PR. Media is by Mindshare.
Credits:
Creative agency: Wieden + Kennedy London
TV producer: Richard Adkins
Executive creative directors: Tony Davidson & Iain Tait
Creative directors: Hollie Walker & Freddie Powell
Creatives: Paddy Treacy, Mark Shanley, Pierre Jouffray, Kelly Satchell
Chief strategy officer: Paul Colman
Planner: Alex Allcott
Account director: Charlotte Evans
Group account director: Victoria Dundson
Production company: Colonel Blimp
Executive producer: Paul Weston
Director: Tom Kingsley
DoP: Simon Chaudoir
Post production: MPC
Print & OOH
Designer: Kelly Satchell
Retoucher: stanley’s post
Photographer: Michal Pudelka
