TK Maxx sparks never-ending stocking hunt in quirky Christmas campaign

TK Maxx is looking to show that presents aren’t just for Christmas by offering a year full of gifts to customers who find a bespoke 'never-ending stocking' in one of its stoes.

The Never-ending Stocking' festive promotion has been brought to real with a real world activitation and a film narrated by Love Actually favourite, Bill Nighy.

The magical spot from Wieden+Kennedy is shot TK Maxx's typical overstated and cinematic style.

It opens with a lucky Christmas shopper locating the fabled never-ending stocking, nestled among the retailer's cushion shelf.

The fortunate winner then drags the lengthy sock home through a snowy street, as Nighy’s compelling narration informs us: 'Now she’s got the one thing better than Christmas presents… Christmas presents for a whole year.'

As the woman bursts through her front door, the stocking comes to life, burping presents left, right and centre, to the unseasonal rumba tune, Cuban Pete.

The spot sees the stocking move throughout the year like a friendly festive basilisk, dispersing gifts to family and friends until 12 months later, when midnight strikes on Christmas Eve, it disappears up the living room chimney much to the family’s dismay.

The campaign is TK Maxx’s third Christmas push under the 'Ridiculous Possibilities' brand platform. It will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining TV with print, digital, social, mobile, PR and experiential.

A limited number of bespoke never-ending stockings will be hidden on the shelves of TK Maxx stores across Europe and online from 7 November, and the lucky shoppers who find one will experience a year of gifting from the store.

Deborah Dolce, group brand and marketing director at TK Maxx said: “We have worked together with all our agencies to create a campaign that is beyond a straight broadcast message, rather it aims to engage with our shoppers in an experiential and engaging way.

“It brings to life TK Maxx’s brand message of ‘Big Gifts. Small Prices’ through the main Christmas TV ad, as well as creating standout in this busy season. We are encouraging our customers to visit stores and search for one of the neverending stockings, whilst also reminding them that TK Maxx is a perfect gift destination for both Christmas and beyond.”

Wieden+Kennedy London is responsible for the creative campaign, TVC production, and digital assets. Ogilvy is the PR and influence agency, Mindshare the media agency, and Undercurrent is managing experiential. The in-store and social creative will be delivered by TK Maxx’s in-house creative team.

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