Retailer TK Maxx unveiled its European Christmas ad today, and while it's typically quirky in style it also subtly references the pandemic, with a line about a "hard year."

The spot, directed by Matthijs van Heijningen of MJZ for Wieden & Kennedy London, features a goat strutting across a snowy landscape, bedecked in designer clothing, showing off to the sheep. We cut to her farmer owners, a couple who are huddling inside the house. "Did you buy the goat a designer outfit?" asks the woman incredulously.  "Yes, she's had such a hard year," her husband replies. "She bloomin' well deserves it if you ask me."

Bill Nighy, who provides the voiceover for the fourth year running, rounds out the spot by saying that "everyone deserves great gifts this season."

“We wanted to recognize the difficult year that we've all had and at the same time offer a bit of joyful optimism,” said Deborah Dolce, Group Brand & Marketing Director at TK Maxx, in a statement.

Hollie Walker and Cal Al-Jorani, creative directors at W&K London, added: "It’s been a year. But that won’t stop us making this Christmas as special as possible for the ones we love. That’s the message we wanted to bring to life with the tale of our farmers and their sassy li’l goat. A strutting symbol of hope that aims to bring a little festive joy this season."

The TV ad will run in six countries (the U.K., Ireland, Germany, Poland, Austria and the Netherlands) together with print, digital, social and PR.