Never-Ending Christmas Stocking Burps Out Gifts in W+K London's TK Maxx Ad

Gifts are not just for Christmas but for a whole year – courtesy of a playful, seemingly never-ending stocking and the latest festive campaign by TK Maxx.

Launching in-store on Nov 7th, the big gifts at small prices retailer will offer shoppers the chance to bag TK Maxx treasures every month for a year – for absolutely nothing.

The real-world activation is brought to life in an irreverent spot directed by Nick Ball at Blink Productions, voiced again by the inimitably droll Bill Nighy, and welcomes the ridiculous possibilities messaging of the brand once more this Christmas.

The ad is shot in the overstated, cinematic style that the brand is best known for, with a strikingly unseasonal rumba soundtrack, by Jose Norman’s Cuban Pete. It sees gifts shared all year round, by a never-ending stocking, which comes to life when an oh-so-lucky TK Maxx customer finds it nestled within the product shelves.

Excitement rises when the never-ending stocking is taken home and begins excitedly sharing gifts with the whole family, and not only at Christmas, but throughout the following year. When the clock chimes midnight the following Christmas, the stocking disappears up the living room chimney, much to the family’s dismay.

The activation-led campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining ATL with print, digital, social, mobile, PR and experiential into a fully festive, integrated, through-the-line campaign.

A limited number of bespoke never-ending stockings will be hidden on the shelves of TK Maxx stores across Europe and online from November 7, and the lucky shoppers who find one will experience the year of gifting, or if they’re really feeling the Christmas spirit, can donate the TK Maxx treasures to family and friends.

Wieden+Kennedy London is responsible for the creative campaign, TVC production, and digital assets. Ogilvy is the PR and influencer 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.

Deborah Dolce, Group Brand & 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 never-ending stockings, whilst also reminding them that TK Maxx is a perfect gift destination for both Christmas and beyond.”

This is TK Maxx’s third Christmas campaign under the Ridiculous Possibilities brand platform, the gift of never-ending gifting, symbolising the retailer’s Big gifts. Small Prices proposition.