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By John Glenday, Reporter

November 3, 2015 | 2 min read

TK Maxx has become the latest retailer to unveil its Christmas campaign with a unique take on the fatigued traditional festive family tropes.

Love Your Neighbour calls on shoppers to think of their nearest as well as their dearest as the holiday period approaches by purchasing one additional gift this year to hand to those over the garden fence to help imbue a sense of community spirit.

The campaign depicts a variety of neighbours from curtain twitchers to families and couples before culminating in scenes of people venturing up the garden path to deliver their own presents to these former strangers.

Deborah Dolce, group brand and marketing director, at TK Maxx said: "Our campaign offers an emotive portrayal of 21st century neighbourhoods - for better or for worse - and asks viewers to consider the people living nearest to them. By encouraging everyone to give just one more gift to a neighbour by way of a thank you or a hello, we can make a small step towards rekindling that sense of neighbourliness in our communities.”

Premiering on social media channels on Thursday prior to a television debut on 15 November, the piece the ad will be supported by a fully integrated through-the-line campaign including print, outdoor, digital, social, mobile and PR. It will also be rolled out on TK Maxx’s UK e-commerce platform.

Love Your Neighbour was devised by TK Maxx’s own in-house creative team in partnership with Quiet Storm.

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