Vivid Musical Number Explains How to ‘TK Maxx the Right Way’

TK Maxx has launched a musical extravaganza to encourage shoppers to ‘TK Maxx The Right Way’, designed to help shoppers get the most out of the ‘labels-for-less’ retailer.  

Mention TK Maxx'in conversation and you’ll quickly come across a lot of people who feel very strongly about the retailer. Some shoppers feel the store is time consuming, overwhelming even, but on the flip side you'll find loads of TK Maxx lovers who 'get it' and are positively evangelical about the store's treasure hunt experience and big brand bargains.

The advert, created by Wieden+Kennedy London and directed by Gary Freedman via Independent Films, shows shoppers who are “TK Maxxing wrong” being converted by brand evangelists, delivering handy tips on how to “TK Maxx The Right Way” through song.  In this musical-inspired production, we enter the wonderful, colourful world of Ridiculous Possibilities with a street scene where we see a group of TK Maxx lovers (and a trio of animated birds trilling too!) humorously share their top tips on steps, balconies and buses to the TK Maxx doubters. The commercial ends with a delightful chorus number and the advice that bargains are available to all when you ‘TK Maxx The Right Way’.  

The through-the-line campaign will come to life across advertising, PR, Social, Influence, in store and online, delivered by agencies, Wieden+Kennedy, Hogarth, Ogilvy, Mindshare and the in-house Creative Team at TJX Europe. It forms part of TK Maxx’s wider strategy to reinforce its position as an exciting shopping destination, promising big brands at small prices.  The campaign will roll out across TK Maxx’ six European markets – UK, Ireland, Germany, Netherlands, Poland and Austria.

Deborah Dolce, SVP, Group Brand & Marketing Director, TJX Europe, said: “At TK Maxx, we fully embrace our retail experience - a treasure hunt, where customers can enjoy the thrill of finding an amazing brand or exciting gems, at incredible value, every time they shop.

“But not everyone knows how to ‘TK Maxx The Right Way’, so we’re championing the very best tips and tricks from our loyal shoppers on getting the most out of the TK Maxx experience - from shopping with an open mind, to starting in easier-to-shop categories like kids or homeware or online. We’re thrilled to be sharing that insider knowledge through our new all-singing, all-dancing campaign.”