Wieden + Kennedy London & TK Maxx: Gifts that make you go “Ooooh” & “Aaaah”

No one could have expected an ordinary Christmas ad from TK Maxx and Wieden + Kennedy fulfilled the brand’s promise. A wild idea with a wild proposition and the perfect amount of ridiculousness to underline the brand’s platform, Ridiculous Possibilities.

The ad invites people to Gift Different and entices with the suggestion that this will make people go “Ooooh” and “Aaaah”. The invitation is housed in the narrative of a daredevil skier, who delivers his wild and wonderful gifts on skis.

An extra touch for those paying attention, the soundtrack is Maurice Ravel’s Boléro, best known for accompanying Torvill and Dean’s famous figure-skating performance in the 1984 Olympics.

https://youtu.be/ISrUG16XrlY

Deborah Dolce, group brand and marketing director at TK Maxx, stated, “Our ad taps into something we know a lot of people dread; giving or receiving dull or predictable gifts. This Christmas we celebrate the Ridiculous Possibilities world of TK Maxx and the exciting collection of gifting treasures to be found. The ad is a humorous metaphor encouraging people to take a more daring route to finding more exciting Christmas presents.

Somesuch director, Sam Hibbard, builds in TK Maxx’s signature brilliant colour palette and quirky styling.

Hollie Walker, creative director at Wieden+Kennedy London, added, “Who needs Santa when you’ve got our hero TK? – Our lycra-clad gifting daredevil. A man on a mission to get us all to shake off that Christmas shopping stupor, go a little ‘off-piste’ and give them something that blows whatever they were expecting right out the water.”

The campaign film will launch on TV on November 12 in 40, 30 and 20-second slots. The 60-second version is running online. The campaign is running in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, supported by print, digital, social and PR by Ogilvy.

In-store, online and social creative is being managed by TK Maxx’s in-house Creative Team.