This year it’s all about turning off the gifting auto pilot and gifting more adventurously - thanks to TK Maxx - as shown in the off-price retailer’s latest festive campaign.
The campaign, created by Wieden+Kennedy London, launches on TV in the UK on the 12th November, in 40, 30 and 20 second slots, with a longer 60 second version running online. It features a daredevil gifter, affectionately known as “TK”, who is on a very specific mission: to gift like he’s never gifted before. Sick and tired of the same old gifts from the same old shops, the festive hero skis off-piste on an alpine adventure in Gift Different, the latest iteration of the brand’s Ridiculous Possibilities platform.
Somesuch’s Sam Hibbard directed the ad, putting a mountainous spin on the colourful cinematic style TK Maxx is known for. Kerry Shale narrates the journey and delivers the daredevil’s tongue-in-cheek inner monologue. The end of the ad and the brand’s ‘Gift Different’ message is delivered by the renowned Christmas voice of Bill Nighy. The soundtrack is Maurice Ravel’s “Boléro”, famous for accompanying Torvill and Dean’s iconic figure skating performance in the 1984 Olympics. The DOP was Rob Hardy, of Ex Machina fame.
The campaign creative, TVC production and digital assets have been created by Wieden+Kennedy London. Ogilvy is the PR and influence agency and Mindshare is the media agency. The in-store, online and social creative will be delivered by TK Maxx’s in-house Creative Team.