TK Maxx: White Christmas by Wieden + Kennedy London

Shoppers dreaming of a White Christmas may find that their dreams come true this year, thanks to the innovative festive campaign that will see an exclusive group of shoppers receive the gift of real snow at their homes, for free, courtesy of TK Maxx, the store of big gifts at small prices.

Launching this Friday, the labels-for-less retailer’s bold and highly original Christmas campaign will offer shoppers the chance to pick up the ‘biggest gift at the smallest possible price’, an actual ‘White Christmas’ - for absolutely nothing.

Directed by Ian Pons Jewell and voiced by Bill Nighy, the 30” and 60” spots are shot in the hyperreal, cinematic style that has become the brand’s hallmark. In the film we see a ‘White Christmas’ come to life as a grandfather gifts his granddaughter the iconic ‘White Christmas’ snow globe. We then watch the excitement escalate as a team of TK Maxx ‘snow experts’ cover the house in snow, complete with branded helicopter and snow bazookas. The spot is soundtracked by a re-recorded festive version of pop-rock band Pilot's 1975 hit, Magic.