A fearless skier goes off-piste to do his Christmas shopping in TK Maxx's holiday spot
Wacky ad from Wieden & Kennedy London encourages customers to 'gift different'
Editor's Pick
For the past few years, U.K. retailer TK Maxx's holiday campaigns have centered on the message that its stores are eccentric but worth it, with surreal and quirky films including last year's which featured a belching stocking and that from 2016, centered on a-capella carol singing to the "Pulp Fiction" theme tune.
The strategy continues in this year's effort by Wieden & Kennedy London, with a wacky skier who chooses to go off-piste rather than revisiting the "same old, same old" stores. As he descends a mountain and skis through a large log to the strains of Ravel's "Bolero," we seem him chucking out gifts as he goes. He finishes his run in a chalet where the family all receive something from TK Maxx. The tagline is "Gift Different" (perhaps a nod to Apple's famous "Think Different?" )
Directed stylishly by Sam Hibbard of Somesuch in a Wes Anderson-esque palette, it's an entertaining spot, if not quite in the same out-there vein as some of the previous efforts. Actor Bill Nighy reprises his voiceover role from previous ads in the final moments, although the main narration is by Kerry Shale.
Credits
- Date
- Nov 05, 2019
- Client :
- TK Maxx
- Agency :
- Wieden & Kennedy-London
- Creative Director :
- Hollie Walker
- Creative Director :
- Juan Sevilla
- Creative :
- Joanna Osborne
- Creative :
- Joseph Paul
- Executive Creative Director :
- Tony Davidson
- Executive Creative Director :
- Iain Tait
- Group Account Director :
- Matt Owen
- Account Director :
- Alice Shaw
- Account Manager :
- Tom Campbell
- Account Executive :
- Lynn Redway
- Planning Director :
- Georgia Challis
- Planner :
- Harriet Lowson
- TV Producer :
- Tom Dean
- Business Affairs :
- Jo Woodford
- Production Company :
- Somesuch
- Director :
- Sam Hibbard
- Line Producer :
- Richard Weager
- Director of Photography :
- Rob Hardy
- Editorial Company :
- Cut+Run
- Editor :
- Ben Campbell
- VFX Company :
- Black Kite Studios
- VFX Supervisor :
- Adam Crocker
- Sound Company :
- 750mph
- Sound Designer :
- Sam Ashwell
- Sound Producer :
- Mary-Ann D’Cruz
- Music Supervision :
- John Connon
- Music :
- Mr Pape
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