Ad of the Day: TK Maxx takes its 'Biker Ballet' spot to new heights as it unveils 360-degree push
A stylish video push combined with a 360-spot from TK Maxx by Wieden + Kennedy London have taken The Drum's Ad of the Day crown this afternoon.
The retailer has extended its 'Ridiculous Possibilities' positioning with a new iteration of the campaign dubbed 'Biker Ballet', which it has taken to new heights with an accompanying 360-degree video.
Giving viewers a behind-the-scenes peek at the original spot, the fully immersive film lets them get up close and personal with stunt ride Sarah Luzita as she performs extraordinary yet graceful dance moves on the back of a high-powered motorbike.
Accompanied by an eccentric pianist, Luzita explains how, having fallen in love a dress from TK Maxx, her attention was gripped by a leather biker jacket – which in turn inspired a newfound passion for all things bike-related, her savings justifying the expense of her extreme new hobby.
Designed to show how brand's combination of designer of low-cost designer brands can take shoppers even further into the world of 'Ridiculous Possibilities' the second hero spot of the integrated campaign has been shot in an colourful cinematic style.
“This new campaign dramatises the real-life TK Maxx shopping experience with a brilliant twist of style and humour which we hope will encourage new and existing fans to embrace the opportunity of big labels at small prices," said Deborah Dolce, group brand and marketing director, at TK Maxx.
"Ridiculous possibilities might be that designer item you never thought you could afford, the chance to overhaul your wardrobe and home with quality items or the chance to try something new.”
You can watch the films in full by clicking on the image below.
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