Mullen Creates Retailer’s Seasonal Ads

ATLANTA Clothing retailer T.J. Maxx said it plans to launch its holiday advertising campaign next week with three new television spots as well as print and Internet ads.

The work was created and produced by the Winston-Salem, N.C., office of Interpublic Group’s Mullen, which has held the account since 1999 and creates an annual holiday campaign for the Framingham, Mass.-based company.

The three, 30-second spots will begin airing nationally Nov. 13. The work uses humor to focus on the number of new items that enter the discount retailer’s stores each week and each ad carries the tagline, “See what’s in this week.”

One of the spots, “Holiday Accessories,” blends glamour with daily life as it features purses, scarves, watches and other complementary clothing items. The screen quickly flashes pictures of people and accessories along with the words “peace” and “joy” and “warmth” and “fashion.”

“Our new strategy is based on freshness,” said John Brockenbrough, creative director at Mullen. “Every T.J. Maxx store in America gets 10,000 new items each week. We want our ads to reflect that newness.”

Print ads will run in regional editions of People magazine. Internet ads will be placed on several Web sites.

Spending on the campaign was not disclosed.