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.”