TK Maxx has adopted a daredevil skier called TK to show how shoppers can enter autopilot in its department stores this Christmas.
The 'Gift Different' campaign, created by Wieden+Kennedy London, explores the sense of adventure one feels when snapping up gifts in its stores. Somesuch’s Sam Hibbard brought the brand's colourful palette and daredevil mascot TK to an Alps-like setting to build its 'Ridiculous Possibilities' platform.
Actor Kerry Shale narrated the journey with a tongue-in-cheek inner monologue, with Bill Nighy closing the spot. In the ad, TK is on the hunt for gifts that make people go 'Oooooah' and 'Ahhhh'.
It will debut on TV on 12 November in 40, 30 and 20-second slots, with a longer 60-second version reserved for online use.
Discussing the Christmas ad, Deborah Dolce, group brand and marketing director at TK Maxx, said: “Our ad taps into something we know a lot of people dread; giving or receiving dull or predictable gifts. This Christmas we celebrate the 'Ridiculous Possibilities' world of TK Maxx and the exciting collection of gifting treasures to be found. The ad is a humorous metaphor encouraging people to take a more daring route to finding more exciting Christmas presents.
"Our TK character puts the fun and adventure back into Christmas shopping, showing that you can find unique and special gifts with us we hope he will raise some smiles along the way too.”
Adding to this, Hollie Walker, creative director at Wieden+Kennedy London, added: "Who needs Santa when you've got our hero TK? - Our lycra-clad gifting daredevil. A man on a mission to get us all to shake off that Christmas shopping stupor, go a little 'off-piste' and give them something that blows whatever they were expecting right out the water."
The campaign is running in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining ATL with print, digital, social and PR to create a fully festive, integrated, through-the-line campaign.
Ogilvy handled PR and influence, Mindshare, media and the in-store, online and social creative will be delivered by TK Maxx’s in-house Creative Team.
Vote for the campaign below in The Drum Creative Works.