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

W+K London's ad for the retailer emphasizes getting a bargain

Published On
Oct 27, 2022

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Never mind the joy of Christmas. At a time when the U.K. is feeling the pinch of inflation and rising energy bills, discount retailer TK Maxx is focusing heavily on the joy of securing a good value deal on gifts in its U.K. holiday ad this year.

The spot by Wieden + Kennedy features a high-fiving heroine dancing through the streets,, having astonished her family with her amazing gifts by shopping at TK Maxx, to the soundtrack of of Cerrone’s 1977 hit "Supernature." The whole town turns out in celebration of her present-buying success.

As with TK Maxx's previous ads, it's upbeat and quirky in style, with snappy direction from Max Siedentopf via Riff Raff Films. The spot was filmed in Poland.

“With the ongoing cost-of-living crisis, we know this is a tough year and, for many people, Christmas is such an important time to come together with loved ones," commented Deborah Dolce, group director at TK Maxx. "So we just wanted to let people know you can still do a brilliant job by shopping at TK Maxx; there’s no need to compromise on brands and quality because our gifts are available for up to 60% less than the recommended retail price. And as our upbeat advert highlights, when you find the right gift, at the right price, the feeling is undeniably infectious.” 


Oct 27, 2022
Client :
TK Maxx
Agency :
Wieden & Kennedy-London
Creative Director :
Paddy Treacy
Creative Director :
Hannah Smit
Creative :
Georgina Brisby
Creative :
Marcelo Duarte
Executive Creative Director :
Susan Hoffman
Group Account Director :
Hannah Gourevitch
Account Director :
Tom Campbell
Account Manager :
Umar Butt
Chief Strategy Officer :
Dan Hill
Planner :
Michael Hines
Planner :
Lara Janani
Comms Planning Director :
Anjali Patel
TV Producer :
Rebecca Hunter
TV Production Assistant :
Lwimbo Malanda
Lead Designer :
Jack Curtis
Designer :
Oliver Jackson
Motion Graphics :
Jon Harris
Motion Graphics :
Rezaul Alom
Business Affairs :
Alex Coomer
Business Affairs :
Lenya James
Production Company :
Riff Raff Films
Director :
Max Siedentopf
Production Company Producer :
Matt Posner
Director of Photography :
Mathieu Plainfosse
Production Designer :
Costume Designer :
Rachel Davies
Editorial Company :
Trim Editing
Editor :
Fouad Gaber
Edit Producer :
Noreen Khan
VFX Company :
VFX Head of Production :
Ludo Fealy
VFX Producer :
Louise Cherry
VFX Producer :
David Keegan
Colorist :
Kai Van Beers
Sound Company :
Sound Designer :
Sam Ashwell
Sound Designer :
Jake Ashwell
Sound Producer :
Olivia Ray
Music Company :
Theodore Music
Composer :

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