TK Maxx: Lil' Goat by Wieden+Kennedy

TK Maxx has today launched its 2020 Christmas campaign, acknowledging the year we’ve had and shining a spotlight on the tender and joyful act of making everyone feel special this Christmas.

Created by Wieden+Kennedy London and directed by Matthijs van Heijningen, the spot follows 'Lil’ Goat' strutting across the snowy landscape to the beat, decked from head-to-toe in an enviably stylish designer outfit.

As she struts, her farmers watch her go by, with Susan questioning Gary, “Did you buy the goat a designer outfit?” Gary, instead of conforming to the stoic farmer type, looks on tenderly with a tear in his eye and replies, replies proudly, “Yes, she’s had such a hard year. She bloomin’ well deserves it if you ask me”.

The ad draws to a close with the jubilant goat sliding freely across the icy terrain, embodying the off-price retailer’s spirited and often humorous nature to deliver an important message - after the year we’ve had, everyone deserves to feel special this Christmas.

For the first time ever, and to ensure crew numbers were kept to a minimum, all shots and takes of the ad were livestreamed to the creative team and TJX Europe via QTake technology.

It is voiced by British actor and voice of TKMaxx ads for the past four years, Bill Nighy against the soundtrack The Game Remix by Gabriel Garzon Montano.