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The second chapter of “Maxximum stories,” Mullen/LHC’s vignette-driven television campaign for retailer T.J. Maxx, unfolds this month.
Three 30-second TV commercials, breaking in spot markets across the country, utilize “real stories” about shopping skills and scores to drive business to the discount retailer. The work will move onto network outlets later this year.
“The campaign is based on interviews with T.J. Maxx shoppers,” said Carrie McCament, group account director at the Winston-Salem, N.C., shop. “It gets to the heart of how people shop.”
In “Taylor,” a sophisticated 30-something blonde in an upscale apartment shares her shopping secrets (“Come on, it’s T.J.
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