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TK Maxx: Lil' Goat by Wieden+Kennedy

Client: TK Maxx
Date: Nov 2020
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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.

Credits

W+K Creative Credentials:

ECD: Tony Davidson & Iain Tait

CD: Hollie Walker & Cal Al-Jorani

Creatives: Francesca Van Haverbeke & Florence Deary

Planners: Michael Hines & Vincent Johnson

Group Account Director: Matt Owen

Account Director: Alice Shaw

Account Manager: Tom Campbell

Agency Producer: Richard Adkins

Business Affairs Manager: Alex Coomer

Production Company: MJZ

Director: Matthijs van Heijningen

Executive Producer: Dickie Jeffares

Production Company Producer: Sara Nouman

Director of Photography: Molly Manning Walker

Fashion Stylist: Rachel Davis

Home Interior Stylist: Jane Field

Editing Company: Work Editorial

Editor: Jono Griffith

Edit Executive Producer: Ben Tomlin

Visual Effects Company: Moving Picture Company

VFX Head of Production: Louise Unwin

VFX Creative Director / Head of CG - Carsten Keller

Visual Effects Supervisor: Kamen Markov

Animation Director: David Bryan

Colourist: Philip Hambi

Sound Design & Mix Company: Factory

Sound Designer: Anthony Moore, Jack Hallett

Sound Producer: Lucy Spong

Music Supervision: Jake Buckley @ Birdbrain