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'

Published On
Nov 05, 2019

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 and 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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