TK Maxx Celebrates Low Prices with Howatson+Company and Rendition of Black Eyed Peas’ ‘Shut Up’

TK Maxx has launched a local Christmas campaign via Howatson+Company, featuring overly-excited gift givers about to spill the beans on the massive savings they enjoyed, only to be stopped by a trio singing ‘Shut Up’ by Black Eyed Peas. 

The release of the Australian campaign follows Wieden+Kennedy re-launching its ‘Festive Farm’ campaign for the brand in the UK. In that TVC, festive and adorably fashionable farm animals enjoy their Christmas finds from TK Maxx. 

This campaign is the third piece of work Howatson+Co has created for TK Maxx since its appointment to the account in late 2022. Straight off the bat in 2022, H+Co’s Christmas campaign used the ‘Abso-TK-lutely’ brand platform, and celebrated the “unsung heroes of Christmas”. 

Jeremy Hogg and Richard Shaw, then-executive creative directors at Howatson+Company (Richard has since been promoted to deputy CCO) said of the 2022 campaign, “This is an exciting first piece of work we’ve done with TK Maxx. It kicks off a new brand platform and tone of voice we can’t wait to help TK Maxx build upon.”

In 2023, Howatson+Co continued to expand on the ‘Abso-TK-lutely’ platform with a series of excited customers exploding into fits of confetti over the sales found in TK Maxx stores. 

“After launching the new brand platform with Uncle Simon at Christmas, it’s great to see the personality of the brand come to life across every format. We’re excited by what’s next. Plus, it was pretty fun to make a human explode in confetti,” Jeremy and Richard said at the time.