It’s a tough time for people with the current cost of living pressures. TK Maxx is positioning itself as the place where those pressures ease. The new campaign by Wieden + Kennedy London is led by a hero film, Everyone Knows, that points out – over and over again through the voices of a vast range of people, that “there’s no deal like a TK Maxx deal”. Those people include a chameleon, aliens and social media star, Tika the Iggy. TK Maxx also invited 50 real TK Maxx shoppers, store associates, and members of their loyalty program, Treasure, to star in the campaign.
The film was directed by Jeff Low through Biscuit Filmworks and a special version of the spot will celebrate the longstanding partnership with Princes Trust, through which TK Maxx provides workplace opportunities and helps disadvantaged young people with education and training.
The campaign will run in the UK, Ireland, Germany, Poland, the Netherlands and Austria, the hero spot supported by additional video-on-demand and online video executions.
Directed by Jeff Low, this campaign hero film, “Everyone Knows,” showcases a diverse array of characters that know “there’s no deal like a TK deal.” Among them are four generations of shoppers, a chameleon, extra-terrestrial beings, and a guest appearance from social media star Tika the Iggy–all TK Maxx fans.
TK Maxx senior vice-president, group marketing and corporate responsibility director Deborah Dolce, noted, “It’s more than just finding great brands at great prices; it’s about the feeling of discovery, the joy of the hunt, and the satisfaction of walking away with quality treasures at unbeatable prices. Our customers share in this knowledge, and the new work showcases this in a funny and memorable way, tapping into what’s true about the TK Maxx brand, a little bit irreverent, inclusive and down to earth.”
Wieden + Kennedy creative directors, Freddy Taylor and Philippa Beaumont, added, “We can tap into true TK buying behaviours, celebrate the feeling of finding something astonishing for way less than it should be, we can do unexpected collaborations, or just celebrate everyone who knows about the amazing deals in a super fun hyperbolic fashion.
“Getting to launch a new brand platform for such an iconic brand was an exciting one for us. What we love about There’s no deal like a TK deal as a platform is the breadth it brings with it.”
Credits
Client: TK Maxx
Agency: Wieden + Kennedy London
Chief Creative Officers: Ana And Hermeti Balarin
Creative Directors: Freddy Taylor, Philippa Beaumont
Creatives: Florence Deary, Katy Edelstein
Chief Strategy Officer: Dan Hill
TV Producer: Sahar Bluck
Design Director: Alex Thursby-Pelham
Production Company Biscuit Filmworks
Director: Jeff Low
1st Assistant Director: Grant Freeman
Executive Producer & Managing Director: Rupert Reynolds-Maclean
Production Manager: Sam Somers
DoP: Rob Hardy
Production Designer: Maruxa Alvar
Wardrobe Stylist: Rachel Davis
Hair & Makeup Stylist: Lou Hinton
Casting Hanna Birkett Casting
Casting Coordinator: Daniel Linnik-Zhuravliov
Editorial: Shift Post
Editor: Saam Hodivala
Post-production: Time Based Arts
Post Producer: Stephen Grasso
Producer: Margaux Baruch
Audio: 750mph
Sound Producer: Olivia Ray
