Cinematic spot from Wieden+Kennedy London
The new Autumn/Winter campaign from TK Maxx reveals how the labels-for- less retailer’s combination of designer brands at outrageous prices can take shoppers even further into the world of Ridiculous possibilities.
The second fully-integrated campaign built upon the Ridiculous possibilities brand platform includes an eye-catching TVC shot in stunning, cinematic style.
The spot stars world-renowned stunt rider Sarah Luzita, telling the story of a female TK Maxx shopper in a dress and leather jacket performing extraordinary yet graceful dance moves on the back of a high-powered motorbike. Accompanied by a pianist, the shopper explains how, having fallen in love with the dress from TK Maxx, her attention was gripped by a designer leather biker jacket without the designer price tag – which in turn inspired a newfound passion for all things bike-related, her savings justifying the expense of her extreme new hobby.
The campaign is supported by equally impactful ATL visuals with ambiguous storylines, designed to encourage viewers to recognise the Ridiculous possibilities that could result from a trip to TK Maxx.
These include two stylishly-dressed women scaling the side of a building using a rope made from knotted silk scarves – à la Batman and Robin – and a man sporting designer knitwear surrounded by a room of sheep.
This second campaign for TK Maxx by Wieden+Kennedy London, continues to showcase the exciting TK Maxx combination of big labels and small prices, positioning the retailer miles apart from a world of shopping predictability.
Commenting on the campaign, Deborah Dolce, Group Brand and Marketing Director, at TK Maxx said: "Anyone who has shopped at TK Maxx knows that our stores are like treasure troves and it’s impossible to predict what you might find. Customers often tell us about their interesting, unexpected finds and, of course, the liberation of our amazing prices, which results in Ridiculous possibilities.
“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. 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.”
The TVCs will air in the UK from 2 September and in Ireland, Poland and Germany beginning 8 September.
The ads will be delivered across a fully integrated through-the- line campaign including print, outdoor, digital, social, mobile and PR. TK Maxx’s in-house studio is managing instore and digital creative, Mindshare is the media agency, Ogilvy PR will manage PR and social media, Energy will deliver experiential activity and Hogarth will handle translations. The campaign will also be rolled out on the retailer’s UK e-commerce platform.
Group Account Director:
Executive Creative Directors:
Tony Davidson & Iain Tait
Hollie Walker & Freddie Powell
Paddy Treacy, Mark Shanley, Pierre Jouffray, Kelly Satchell
Chief Strategy Officer:
Music and Sound
Post Production / VFX
Dafydd Upsdell & Louise Unwin
Post Production House:
Print / OOH