TK Maxx puts on Broadway-style musical to explain its confusing stores

Gary Freedman of Independent directs an entertaining spot for Wieden & Kennedy London

Published On
Apr 24, 2019

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Retailer TK Maxx channels the Broadway (and Hollywood) musical, from "42nd Street" to "Mary Poppins," in a new pan-European spot that's designed to explain the retailer's seemingly confusing proposition to rookie shoppers. 

The spot, by Wieden & Kennedy London, launched over the Easter weekend. Focusing on those consumers who "don't know how to shop at TK Maxx," it kicks off with a despondent man sitting under his own personal raincloud despairing that he "just can't be shopping right" because he doesn't know how to deal with the store. However, he's then approached by an encouraging chorus telling him how to do it: like, don't go in for something specific but "open your mind" and look for bargains. Another woman complains that she just doesn't have the time, but animated birds appear to tell her you can shop online instead. It all ends with a chorus line exhorting viewers to "TK Maxx the Right Way."

A fun homage to stage and screen musicals, directed by Gary Freedman via Independent, it's an entertaining way to explain what the retailer, with its somewhat chaotic stores, is all about.Deborah Dolce, SVP, Group Brand & Marketing Director, TJX Europe, says: “At TK Maxx, we fully embrace our retail experience—a treasure hunt, where customers can enjoy the thrill of finding an amazing brand or exciting gems, at incredible value, every time they shop. But not everyone knows how to ‘TK Maxx The Right Way,’ so we’re championing the very best tips and tricks from our loyal shoppers on getting the most out of the TK Maxx experience - from shopping with an open mind, to starting in easier-to-shop categories like kids or homeware or online."

The campaign will roll out across TK Maxx’s six European markets of the U.K, Ireland, Germany, Netherlands, Poland and Austria. 


Apr 24, 2019
Client :
TK Maxx
Agency :
Wieden & Kennedy-London
Creative Director :
Hollie Walker
Creative :
Adam Newby
Creative :
Will Wells
Creative :
Tom Hall
Executive Creative Director :
Tony Davidson
Executive Creative Director :
Iain Tait
Group Account Director :
Matt Owen
Account Director :
Ollie Pym
Account Manager :
Tom Campbell
Head of Planning :
Georgia Challis
Planner :
Harriet Lowson
TV Producer :
Anna Neilson
TV Production Assistant :
Iona Patterson
Business Affairs :
Jo Woodford
Production Company :
Director :
Gary Freedman
Executive Producer :
Jani Guest
Line Producer :
Verity White
Director of Photography :
Nicolas Karakatsanis
Editorial Company :
The Playroom Post
Editor :
Adam Spivey
VFX Company :
VFX Supervisor :
Philip Whalley
Colorist :
Jean-Clement Soret
Sound Company :
Sound Designer :
Sam Ashwell
Sound Designer :
James Cobbold
Producer :
Mary-Ann D’Cruz
Music Supervisor :
Mr. Pape
Composer :
Joe Alexander

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