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.
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