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.”