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By John McCarthy, Opinion editor

November 4, 2016 | 2 min read

Discount fashion retailer TK Maxx has unleashed a catchy acapella Christmas ad campaign called ‘The Sing-Song’ centred on surprises.

Leveraging the feeling of surprise one may feel among the discount racks instore, the creative from Wieden+Kennedy London looks to subvert the traditional Christmas carol with a reworking of Misirlou – which some may know as the Pulp Fiction theme.

Directed by Andreas Nilsson, the slot airs on TV 4 November across the UK, Ireland, Germany and Poland, supported with a wider through-the-line campaign including print, digital, social, mobile, PR and experiential.


Deborah Dolce, group brand and marketing director, at TK Maxx said: “We all remember the childhood fun of ripping open a present to find a fantastic surprise inside. We want to foster this long-standing Christmas tradition and so are encouraging shoppers to go ‘off list’ and handpick something different and delightful at TK Maxx.

“Our stores are packed with thousands upon thousands of imaginative and unique gifts for everyone in the family; we hope everyone gets the most for their money and spoils their loved ones with something surprising this Christmas.”

Mindshare will handle media, Ogilvy PR is on PR and social media and Energy is tackling experiential. Print and in-store creative will be delivered by TK Maxx’s in-house creative team.

View more of this year’s Christmas advertising campaigns here.

Christmas Advertising TK Maxx

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