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

Published On
Nov 02, 2020

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.




Nov 02, 2020
Client :
TK Maxx
Agency :
Wieden & Kennedy-London
Tony Davidson
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 :
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 :
Sound Designer :
Anthony Moore
Sound Designer :
Jack Hallett
Sound Producer :
Lucy Spong
Music Supervision :
Jake Buckley
Music Supervision :

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