Among all the cuteness and whimsy of U.K. holiday ads, TK Maxx is well-known for its irreverent approach -- past efforts include a bunch of carol singers performing the theme to "Pulp Fiction" a-capella. And this year's spot is no exception: it features a giant, belching stocking. 

The point is to advertise a real-life activation by the retailer -- it's offering a chance to win gifts for a whole year with a limited number of "neverending stockings" found in stores across Europe. 

The spot, which once again features a voiceover by actor Bill Nighy, is directed by Nick Ball at Blink for Wieden & Kennedy London. It shows the enormous stocking coming to life when a lucky TK Maxx customer finds it nestled within the product shelves, then coming home and belching out gifts at intervals to all the family. It even comes to the kids' school and the beach with them, and hands out useful items in the shower. It really is the "gift that keeps on giving," remarks Nighy. When midnight strikes at Christmas the following year, it disappears up the chimney and, like ET, is last seen silhouetted across the moon. 

The campaign is running in the U.K., Ireland, Germany, Poland, Austria and the Netherlands.