While some retailers in the U.K. lean on a warm, fuzzy formula, TK Maxx tends to go a little off-center—and this year, the company chose a stocking that burps out gifts as its festive avatar.
Voiced by Bill Nighy, the ad by Wieden + Kennedy London is some welcome theater of the absurd.
A lucky woman finds a special stocking on the store’s shelf and, upon taking it home, quickly discovers that the cartoonishly long holiday hosiery has some questionable manners. But it’s perfectly OK in that our digestively-challenged friend is, in fact, merely spraying good cheer in the form of gifts all year long.
While it’s not exactly a holiday song, Jose Norman’s rendition of Cuban Pete serves as an admirable audio backdrop and a perfect counterweight to Nighy’s dry, droll delivery.
The ad is also an excellent, direct connection to an activation in which TK Maxx will hide a limited number of “neverending stockings” on store shelves in the U.K., Ireland, Germany, Poland, Austria and the Netherlands, as well as and online starting tomorrow. Those who find the prizes receive monthly gifts throughout the year.
“We have worked together with all our agencies to create a campaign that is beyond a straight broadcast message. Rather, it aims to engage with our shoppers in an experiential and engaging way,” says Deborah Dolce, TK Maxx group brand and marketing director.
TK Maxx and Wieden have carved out a pleasing niche with their holiday offerings focusing on their position of “Big Gifts. Small Prices.” Last year, the brand promised a snowy Christmas to anyone who found a unique, hidden snow globe, and in 2016, the ads were filled with all manner of loopy derring-do.
Client: TK Maxx
Agency: Wieden + Kennedy London
Creative Director: Hollie Walker
Creatives: Chloe Cordon, Katy Edelsten
Executive Creative Directors: Tony Davidson, Iain Tait
Group Account Director: Matt Owen
Account Director: Ollie Pym
Account Manager: Preety Mudhar
Head of Planning: Georgia Challis
TV Producer: James Laughton
Creative Producer: Rose Fairley
Production Assistant: Jasper Ford
Business Affairs Manager: Becky Day
Production Company: Blink
Director: Nick Ball
Executive Producer: Paul Weston
Producer: Patrick Craig
Production Manager: Sophie Peskin
Director of Photography: Sebastian Blenkov
Puppeteers: Johnny Sabbagh, Will Harper & Alex Berchert
Editorial Company: Stitch
Editor: Leo King
VFX Company: Electric Theatre Collective
VFX Supervisor: Ryan Knowles
VFX Producer: Polly Durrance
Sound Company: 750mph
Sound Designer: Sam Ashwell
Music Company: Twenty Below Music
Producer: Emily Pritchard
Music Clearance: Mr Pape