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Mullen’s latest television spots for T.J. Maxx play off women’s love of the game, i.e., the sportof shopping.
According to Beth Kosuk, group creative director at the Winston-Salem, N.C., agency, Mullen features “game action” over fashions in the spots, which were directed by Don Rase of Backyard Productions in Venice, Calif.
In “Drop Off,” the competitiveness of bargain hunting is subtle. A mother drops off her little girl at a friend’s home. “Where’s your mother going?” asks the sitter.
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