TK Maxx addresses a 'hard year' in quirky Christmas ad starring a dancing, dressed-up goat
Spot by W&K London features voiceover by Bill Nighy
Editor's Pick
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.
Credits
- Date
- Nov 02, 2020
- Client :
- TK Maxx
- Agency :
- Wieden & Kennedy-London
- ECD :
- Tony Davidson
- ECD :
- Iain Tait
- CD :
- Hollie Walker
- CD :
- Cal Al-Jorani
- Creative :
- Francesca van Haverbeke
- Creative :
- Florence Deary
- Planner :
- Michael Hines
- Planner :
- Vincent Johnson
- Group Account Director :
- Matt Owen
- Account Director :
- Alice Shaw
- Account Manager :
- Tom Campbell
- Agency Producer :
- Richard Adkins
- Business Affairs Manager :
- Alex Coomer
- Production Company :
- MJZ
- Director :
- Matthijs Van Heijningen
- Executive Producer :
- Dickie Jeffares
- Production Company Producer :
- Sara Nouman
- Director of Photography :
- Molly Manning Walker
- Fashion Stylist :
- Rachel Davis
- Home Interior Stylist :
- Jane Field
- Editing Company :
- Work Editorial
- Editor :
- Jono Griffith
- Edit Executive Producer :
- Ben Tomlin
- Visual Effects Company :
- Moving Picture Company
- VFX Head of Production :
- Louise Unwin
- VFX Creative Director / Head of CG :
- Carsten Keller
- Visual Effects Supervisor :
- Kamen Markov
- Animation Director :
- David Bryan
- Colorist :
- Philip Hambi
- Sound Design & Mix Company :
- Factory
- Sound Designer :
- Anthony Moore
- Sound Designer :
- Jack Hallett
- Sound Producer :
- Lucy Spong
- Music Supervision :
- Jake Buckley
- Music Supervision :
- Birdbrain
Need a credit fix? Contact the Creativity Editors
Related work

TK Maxx: TK Maxx opts for value and high fives in upbeat Christmas spot

TK Maxx: TK Maxx has a website, and it's a real revelation

TK Maxx: Shiny boots and Aerosmith power up a school concert in TK Maxx's holiday extravaganza
