W+K London Goes Full Broadway in Smashing TK Maxx Spot

By Patrick Coffee 

Have you guys spent most of the day obsessing over some stressful, alternate-reality story that never ends?

Maybe you need a little more music in your life.

Wieden + Kennedy London delivers on that front in a new ad for retailer TK Maxx that is equal parts ridiculous and amusing. It is a full Broadway production, kinda like West Side Story with no Jets or Sharks, just lots of people who just can’t seem to shop right!


*Half-price items most definitely do not pay for themselves.

Seems like maybe the strategists at W+K settled on the idea that lots of consumers find the TK Maxx experience exasperating.

We’re not sure why, but this effort directed by Gary Freedman of Independent somehow makes us smile. We don’t even mind the usually unbearable “brand evangelists” or the “trio of animated birds trilling” (literal words from the release).

Was it better than the Skittles musical? That’s a matter of opinion, but it was definitely 29 minutes shorter.


Agency: Wieden + Kennedy London
Client: TK Maxx
Campaign: “TK Maxx the Right Way”

Creative Director: Hollie Walker
Creatives: Adam Newby, Will Wells, Tom Hall
Executive Creative Directors: Tony Davidson, Iain Tait
Group Account Director: Matt Owen
Account Director: Ollie Pym
Account Manager: Tom Campbell
Head of Planning: Georgia Challis
Planner: Harriet Lowson
TV Producer: Anna Neilson
TV Production Assistant: Iona Patterson
Business Affairs: Jo Woodford

Production Company: Independent
Director: Gary Freedman
Executive Producer: Jani Guest
Line Producer: Verity White
Director of Photography: Nicolas Karakatsanis
Editing Company: The Playroom
Editor: Adam Spivey

VFX Company: MPC
VFX Supervisor: Philip Whalley
Colorist: Jean-Clément Soret

Sound Company: 750mph Ltd
Sound Designers: Sam Ashwell, James Cobbold
Producer: Mary-Ann D’Cruz
Music Supervisor: Mr. Pape
Composer: Joe Alexander