A gross, belching stocking is the 'gift that keeps on giving' in TK Maxx's holiday ad

Customers have a chance to win gifts for a whole year in retailer's activation

Published On
Nov 06, 2018

Editor's Pick

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.


Nov 06, 2018
Client :
TK Maxx
Agency :
Wieden & Kennedy-London
Creative Director :
Hollie Walker
Creative :
Chloe Cordon
Creative :
Katy Edelsten
Executive Creative Director :
Tony Davidson
Executive Creative Director :
Iain Tait
Group Account Director :
Matt Owen
Account Director :
Ollie Pym
Account Manager :
Preety Mudhar
Head of Planning :
Georgia Challis
TV Producer :
James Laughton
Creative Producer :
Rose Fairley
Production Assistant :
Jasper Ford
Business Affairs Manager :
Becky Day
Production Company :
Director :
Nick Ball
Executive Producer :
Paul Weston
Producer :
Patrick Craig
Production Manager :
Sophie Peskin
Director of Photography :
Sebastian Blenkov
Puppeteer :
Johnny Sabbagh
Puppeteer :
Will Harper
Puppeteer :
Alex Berchert
Editorial Company :
Editor :
Leo King
VFX Company :
Electric Theatre Collective
VFX Supervisor :
Ryan Knowles
VFX Producer :
Polly Durrance
Sound Company :
Sound Designer :
Sam Ashwell
Music Company :
Twenty Below
Producer :
Emily Pritchard
Music Clearance :
Mr Pape

Need a credit fix? Contact the Creativity Editors

Project Type