TK Maxx dramatizes how its bargain prices open up new possibilities in the retailer's latest commercials from Wieden & Kennedy London.
One spot is set in a space station, where a female astronaut applies make-up in zero gravity. She explains, "I picked up a ton of amazingly-priced big brand beauty products for the crew before they left, and they were so grateful they took me along for the ride Houston, we have a bargain."
Another spot shows a young woman in a designer dress and a biker jacket performing a series of skillful, balletic moves on a motorbike, accompanied by her own personal pianist, Doris.
She reveals that she bought the dress and the jacket for an "absolute steal," and explains how owning the biker jacket has unleashed her love of motorbikes. "And now I do this on Tuesdays," she says. "Lucky I saved so much in TK Maxx, because Doris does not come cheap."
Mark Shanley and Paddy Treacy, the creatives behind the campaign, said in a statement, "It's great when advertising properly reflects the true nature and spirit of the brand."
Further executions include two stylishly-dressed women scaling the side of a building using a rope made from knotted silk scarves " la Batman and Robin" and a man sporting designer knitwear surrounded by a room of sheep.
Deborah Dolce, group brand and marketing director at TK Maxx, said in a statement, "Anyone who has shopped at TK Maxx knows that our stores are like treasure troves and it's impossible to predict what you might find. Customers often tell us about their interesting, unexpected finds and, of course, the liberation of our amazing prices, which results in ridiculous possibilities."
The ads will air later this week in the U.K., Ireland, Poland and Germany. They were directed by Tom Kingsley at Colonel Blimp.