TX Maxx has launched in Australia with far tamer advertising than its UK parent.

In the UK, Wieden + Kennedy London has been producing madcap spots since it won the account from Grey London in November 2015. The first, which began its Ridiculous Possibilities theme, appeared in March 2016. The Christmas ad was a corker.

And now there’s this, the answer to the snobs’ question, “Why would anyone shop at TK Maxx?”

Well the answer is that its haphazard stock and layout are “just the small prices you pay to pay the small prices you pay at TX Maxx.”

And the scenarios that illustrate TK Maxx’s eccentric cluster of goods are bizarre. Wonderfully and now characteristically (thanks W+K) bizarre. The take-out, of course, is that TK Maxx is a treasure trove. That anyone can afford.

The new TV ad went to air in the UK on May 12 and will also run in Ireland, Germany, Austria, Poland and the Netherlands.

The full campaign will include print, outdoor, digital, social, mobile and PR.

Credits:

Agency: Wieden & Kennedy London

Executive creative directors: Tony Davidson & Iain Tait

Creative directors: Hollie Walker & Freddy Powell

Creatives: Mark Shanley & Paddy Treacy

Group account director: Victoria Dunsdon

Account director: Ollie Pym

Head of planning: Paul Colman

Planner: Alex Allcott

TV producer: James Laughton

Production company: Bold

Director: Adam & Dave

Executive producer: Rob Godbold

Line producer: Dave Knox

DoP: Sebastian Pfaffenbichler

Editing:  Saam Hodivala @Work Post

VFX company: MPC

VFX supervisor: Kamen Markov

VFX producer: Sophie Hogg

Colourist: Jean-Clément Soret

Sound: Sam Ashwell @ 750mph

Music: Wake The Town