Everyone knows about TK Maxx’s deals in clothing retailer’s zany new commercial

Wieden+Kennedy London and director Jeff Low’s new spot features a truly diverse cast of shopper characters—even aliens

Published On
Aug 30, 2023
Two blue aliens in red sweaters riding around in their spacecraft

Editor's Pick

When Tika the Iggy and blue aliens in red turtlenecks know about your value proposition, you know you’ve got almost universal awareness. That’s the fun idea, with a little FOMO thrown in, behind European clothing retailer TK Maxx’s latest campaign, “There is no deal like a TK Maxx deal.”

The campaign film, “Everyone Knows,” was created by Wieden+Kennedy London and directed by Jeff Low. It features the aforementioned Tika, a canine social media star, along with aliens wearing hoop earrings driving full speed ahead in their spaceship, and many other quirky characters—to show how folks of all ages love to shop with TK Maxx for its unmatched deals and small prices.


“At TK Maxx, we believe there’s no deal like a TK deal, and we are celebrating the innate understanding our customers and fans have of shopping with us,” said Deborah Dolce, senior VP of group marketing and director of corporate responsibility at TK Maxx.

Dolce added: “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.” 

This campaign will launch in the markets when the retailer has its 630 stores—Austria, Germany, Ireland, the Netherlands, Poland and the U.K. The campaign will run on broadcast TV, video on demand, and online video advertising.

”What we love about ‘There’s no deal like a TK deal’ as a platform is the breadth it brings with it,“ said Freddy Taylor and Philippa Beaumont, creative directors at W+K London. “We can tap into true TK buying behaviors, 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.”


Aug 30, 2023
Client :
TK Maxx
Agency :
Wieden & Kennedy-London
SVP Group Brand & Marketing Director :
Catrina Funk
VP Brand & Marketing Director :
James Condon
AVP Head of Brand & Campaign Marketing :
Julia Marfleet
Campaign Manager :
Graeme Cole
Campaign Manager :
Naomi Sudworth
Creative Director :
Freddy Taylor
Creative Director :
Philippa Beaumont
Creative :
Florence Deary
Creative :
Katy Edelsten
Chief Creative Officer :
Ana Balarin
Chief Creative Officer :
Hermeti Balarin
Group Account Director :
Hannah Gourevitch
Group Account Director :
Ollie Pym
Account Director :
Johno Fagan
Account Manager :
Umar Butt
Chief Strategy Officer :
Dan Hill
Planning Director :
Huw Devine
Planner :
Lara Janani
Comms Planning Director :
Calvin Lyons
TV Producer :
Sahar Bluck
Design Director :
Alex Thursby-Pelham
Studio :
Dave Brodie
Business Affairs :
Alex Coomer
Business Affairs :
Jo Woodford
Business Affairs :
Lucy Greenaway
Production Company :
Director :
Jeff Low
1st AD :
Grant Freeman
2nd AD :
Daniel Stoker
3rd AD :
Jack Freeman-Bell
Executive Producer / Managing Director :
Rupert Reynolds-MacLean
Production Manager :
Sam Somers
Production Assistant :
Louise Flood
Director of Photography :
Rob Hardy
Casting Director :
Hanna Birkett Casting
Casting Coordinator :
Daniel Linnik-Zhuravliov
Production Designer :
Maruxa Alvar
Wardrobe Stylist :
Rachel Davis
Hair & Makeup Artist :
Lou Hinton
Editorial Company :
Shift Post
Editor :
Saam Hodivala
Post Company :
Time Based Arts
Post Producer :
Stephen Grasso
Producer :
Margaux Baruch
Sound Company :
Sound Producer :
Olivia Ray

Need a credit fix? Contact the Creativity Editors

Project Type