Sing Song Merrily On High: W+K London Serves Up A Surprising Christmas for TK Maxx

What makes a perfect Christmas family sing-song? Silent Night? Jingle Bells? Or an a cappella version of a cult movie theme tune? That’s the suggestion from labels-for-less retailer TK Maxx as they set out to encourage shoppers to shake up the festive season with their Christmas brand campaign. 

This quirky take on the traditional festive sing-along is at the heart of the new TV spot, but with an unexpected twist to show that the season is best when it’s more surprising - especially when it comes to gifting.

The TVC showcases a smartly dressed family gathered around a piano in their beautifully decorated home, ready to break into a traditional Christmas sing-song…or so you may think. Grandma provides the starting cue by gargling a cup of tea before the family breaks into an unexpected a cappella rendition of the instrumental Misirlou – best known as the theme tune to cult ‘90s film, Pulp Fiction. 

With stylised choreography, some well-timed musical howls from the family dog and even the baby joining in, the spot embodies TK Maxx’s belief that Christmas is best when it’s more surprising. 

Directed by Andreas Nilsson, the man behind the famous Volvo Trucks Jean Claude van Damme advert, the 30” and 40” spots make up the first Christmas campaign under TK Maxx’s Ridiculous Possibilities brand platform. 

Commenting on the campaign, Deborah Dolce, Group Brand and Marketing Director, at TK Maxx said: “We all remember the childhood fun of ripping open a present to find a fantastic surprise inside. We want to foster this long-standing Christmas tradition and so are encouraging shoppers to go ‘off list’ and handpick something different and delightful at TK Maxx. Our stores are packed with thousands upon thousands of imaginative and unique gifts for everyone in the family; we hope everyone gets the most for their money and spoils their loved ones with something surprising this Christmas.”

Launching online on 3 November, the ad airs on television on 4 November and will be screened across the UK, Ireland, Germany and Poland.

The ads form part of a fully integrated through-the-line campaign including print, digital, social, mobile, PR and experiential. 

Wieden+Kennedy London are responsible for the creative and TVC production, Mindshare is the media agency, Ogilvy PR will manage PR and social media and Energy experiential. Print and in-store creative will be delivered by TK Maxx’s in-house creative team.