TK Maxx’s Christmas commercial is one of the first by a big retail brand. It may well prove to be the best. Nail Christmas for Less by Wieden + Kennedy London is an exuberant music video that puts the joy of Christmas giving back into a year that has financial pressures playing grinch.

The massive production was directed by Riff Raff Films director, Max Siedentopf and is set to Cerrone’s 1977 song, Supernature. It is the 7th Christmas campaign by W+K London for TK Maxx.

Deborah Dolce, group director at TK Maxx, stated, “With the ongoing cost-of-living crisis, we know this is a tough year and, for many people, Christmas is such an important time to come together with loved ones. Sharing presents is an integral part of the festivities – we all love to treat our friends and family. “So we just wanted to let people know you can still do a brilliant job by shopping at TK Maxx; there’s no need to compromise on brands and quality because our gifts are available for up to 60% less than the recommended retail price. And as our upbeat ad highlights, when you find the right gift, at the right price, the feeling is undeniably infectious.”

The campaign idea comes from Georgina Brisby and Marcelo Duarte at Wieden + Kennedy London and the video was shot in Poland. It is running on TV in the UK in 20- and 30-second versions, with the full 80-second version running online and will be supported with print, digital, social, influence and PR activity.

Hannah Smit and Paddy Treacy, creative directors at W&K, said: “Christmas is back and this year value is more important than ever. The solution? TK Maxx, of course. They’ve got everything you need to nail Christmas for less. Which is exactly what happens in our fun, fashionable and festive high-five-fuelled spot, dreamed up in collaboration with the wonderful Mr Max Siedentopf.”

Media planning and buying is by Mindshare.