Mullen's Women Relate to T.J. Maxx | Adweek Mullen's Women Relate to T.J. Maxx | Adweek
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Mullen's Women Relate to T.J. Maxx

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BOSTON T.J. Maxx highlights the diversity of its female shoppers in its new fall campaign.

A 30-second TV spot, via Interpublic Group shop Mullen in Winston-Salem, N.C., breaks Sunday. Entitled "Symphony," fashionably dressed women of all ages appear onscreen to discuss recent T.J. Maxx purchases.

"This coat enters the room before I do; just look at it," one women says. Another says, "Gorgeous designer boots. Half of what they were in the department store." At the end, a chorus of voices say, "I found it at T.J. Maxx."

The idea, according to the agency, is to show the diversity of shoppers who prefer T.J. Maxx's designer clothes and bargain prices. "It's looking into the lives of many women, and at the end they come to the same conclusion," said Carrie McCament, svp, group account director.

In a second spot, "Relationships," due to launch in late September, different women use phrases such as "He was my first long-term relationship" in talking about their favorite designers, whose clothing they can buy at T.J. Maxx.

Both commercials carry the tagline, "You should go," which the retailer has used since spring 2001.

The spots, running nationally on network and cable stations, follow a recent back-to-school campaign that broke earlier this month.

T.J. Maxx, a unit of Framingham, Mass.-based TJX Cos., has spent about $14 million on ads in the first five months of 2003, per Nielsen Monitor-Plus. Mullen has worked for the client since 2000.