TK Maxx’s Christmas campaign is a gift. A gift of presents for a whole year. Since November 7, shoppers have been offered the chance to find one of a limited number of “neverending” Christmas stockings hidden on the shelves of TK Maxx stores across Europe and online. Those who do will receive presents every month for a year. Or they can donate the gifts to family and friends.

In Wieden + Kennedy London’s imagination, the “ridiculous possibilities” of the activation are shown as an endless stocking the burps out presents wherever it is taken. The spot was directed by Nick Ball at Blink Productions and voiced by Bill Nighy, who continues to provide the personality for W+K’s TX Maxx work. The ad is shot in the brand’s overstated, cinematic style, with a strikingly unseasonal rumba soundtrack, by Jose Norman’s Cuban Pete. This is TK Maxx’s third Christmas campaign under the Ridiculous Possibilities brand platform.

The campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining ATL with print, digital, social, mobile, PR and experiential.

Wieden+Kennedy London is responsible for the creative campaign, TVC production, and digital assets. Ogilvy is the PR and influence agency, Mindshare the media agency, and Undercurrent is managing experiential. The in-store and social creative will be delivered by TK Maxx’s in-house creative team.

https://youtu.be/G3WKzrxB7wQ

Deborah Dolce, group brand & marketing director at TK Maxx, commented, “We have worked together with all our agencies to create a campaign that is beyond a straight broadcast message, rather it aims to engage with our shoppers in an experiential and engaging way. It brings to life TK Maxx’s brand message of Big Gifts. Small Prices through the main Christmas TV ad, as well as creating standout in this busy season. We are encouraging our customers to visit stores and search for one of the neverending stockings, while also reminding them that TK Maxx is a perfect gift destination for both Christmas and beyond.” 

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