The campaign is highlighted by the White Christmas ad, directed by Ian Pons Jewell and voiced by Bill Nighy. It is from agency Wieden+Kennedy London and promises to deliver a White Christmas to customers who find snowglobes in-store.
The creative shows the TK Maxx team blasting artificial snow into the yard of lucky winners. Highlighting this is a re-recored, festive version of pop-rock band Pilot's 1975 hit, Magic. The campaign is set to run in the UK, Ireland, Germany and Poland across print, digital, social, mobile, PR and experiential. It will be supported by a second spot, on 13 December, showing how the brand delivered on its white Christmas promise.
Deborah Dolce, group brand and marketing director at TK Maxx, said: “Our aim was to do something much more exciting than just the traditional Christmas TV ad. We wanted to create a real and magical experience for our shoppers which is great fun and one in which everyone has a chance to participate.
"A snowy version of a golden ticket. We know that lots of people dream of a White Christmas and it’s a special and very fun way to bring friends and family together. Obviously we are celebrating our big gifts at small prices on a ridiculous scale with this once-in-a lifetime gift.”
Hollie Walker, creative director at Wieden+Kennedy London, added: "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."
There is also a digital activation in which fans can shake a snowglobe on their mobile to be in with the chance to win prizes from the retailer. Mindshare handled media, Ogilvy PR took PR and Energy ran experiential. In-store creative will be delivered by TK Maxx’s in-house creative team.
Vote for the ad below in The Drum's Creative Works.