Musical theatre ads are a trend. Following an ad trend doesn’t scream “great creative”, but this one for Wieden + Kennedy is a lot of fun and does its job. Its job is to get people to rethink TK Maxx by providing tips on how to get the best out of the labels-for-less retailer. The musical is performed by both TK Maxx detractors and TK Maxx fans, who counter each argument against the chain with TK Maxx understanding – how to TK Maxx the right way advice.

https://youtu.be/Dc4eWfnoqfo

The hero TVC is supported by PR, social, influence, in store and online, by agencies, Wieden+Kennedy, Hogarth, Ogilvy, Mindshare and the in-house Creative Team at TJX Europe. The campaign is part of TK Maxx’s wider strategy to reinforce its position as an exciting shopping destination, promising big brands at small prices and will run in TK Maxx’ six European markets – UK, Ireland, Germany, Netherlands, Poland and Austria.

Credits:

Creative Agency: W+K London

Executive Creative Directors: Tony Davidson & Iain Tait

Creative Director: Hollie Walker

Creatives: Adam Newby, Will Wells & Tom Hall

Production: Anna Neilson & Iona Patterson

Planning: Georgia Challis & Harriet Lowson

Account Management: Matt Owen, Tom Campbell & Ollie Pym

Business Affairs: Jo Woodford

Production Company: Independent

Director: Gary Freedman

Executive Producer: Jani Guest

DoP: Nicolas Karakatsanis

Producer: Verity White

Editing: Adam Spivey @ The Playroom

Post Production Company: MPC

Colourist: Jean-Clément Soret

VFX Supervisor: Philip Whalley

Music Supervision: Mr. Pape

Composer: Joe Alexander

Sound Company: 750mph Ltd

Sound Engineers: Sam Ashwell & James Cobbold

Producer: Mary-Ann D’Cruz