TK Maxx has found an unusual way to differentiate itself from other U.K. retailers in the Christmas crush this year. The store is offering to bring a "White Christmas" to customers' homes, complete with real snow, as seen here in its TV ad.
The ad, by Wieden + Kennedy London, is done in the retailer's typically quirky style with a voiceover by a bored-sounding Bill Nighy. Although not as funny as last year's, which featured a crazy sing-along, the spot, directed by Ian Pons Jewell via Friend London, carries the same "Ridiculous Possibilities" tagline and silly touches (like a woman receiving a carved dog's head for Christmas).
However outrageous it may be, the White Christmas offer is real. TK Maxx is teaming up with Snow Business, which provides snow effects for movies, to bring snow to the lucky customers who find the limited number of two foot "White Christmas" snow globes hidden in its stores across Europe.
The activation-led campaign will run in the UK, Ireland, Germany and Poland, with a digital element allowing peoplel to shake an interactive snow globe online. A second ad will air on Dec. 13 showing a real customer's home getting the snow experience.
Hollie Walker, creative director at Wieden + Kennedy London, says of the campaign: "At Christmas, TK Maxx is all about big gifts at small prices. We thought what better way to illustrate that than to stock the biggest gift at the smallest price, an actual white Christmas for absolutely nothing. Which means this year we get to make something beyond the festive telly ad, we get to bring real life snow to people's front doors with a team of snow experts. Oh and if it does snow, we've got a little something up our sleeves too."