Creative Work of the Week: Kitsch snow globe magic makes for a White Christmas with TK Maxx

Amid the usual round of tear-jerkers, TK Maxx offers light relief with a colourful Christmas ad promoting its promise to blast artificial snow into the gardens of winning customers.

Voiced by actor Bill Nighy, the spot explains its plans to deliver a White Christmas to customers who find special snow globes in-store. The creative by Wieden+Kennedy London is kitsch and fun, depicting family members submerged in the white stuff to a festive version of the 1975 Pilot hit Magic.

The campaign is set to run in the UK, Ireland, Germany and Poland across print, digital, social, mobile, PR and experiential. It will be supported by a second spot, on 13 December, showing how the brand delivered on its white Christmas promise.

A digital activation in which fans can shake a snowglobe on their mobile to be in with the chance to win prizes from the retailer has also launched. Mindshare handled media, Ogilvy PR took PR and Energy ran experiential. In-store creative will be delivered by TK Maxx’s in-house creative team.

Deborah Dolce, group brand and marketing director at TK Maxx, said: “Our aim was to do something much more exciting than just the traditional Christmas TV ad. We wanted to create a real and magical experience for our shoppers which is great fun and one in which everyone has a chance to participate.”

Hollie Walker, creative director at Wieden+Kennedy London, added: "At Christmas, TK Maxx is all about big gifts at small prices. We thought what better way to illustrate that than to stock the biggest gift at the smallest price, an actual white Christmas for absolutely nothing. Which means this year we get to make something beyond the festive telly ad, we get to bring real life snow, to people's front doors with a team of snow experts."

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