TK Maxx invokes community giving spirit with festive campaign

TK Maxx is calling on shoppers to remember their nearest, as well as their dearest, by getting one extra gift for relative strangers this Christmas.

The clothes retailer has launched 60-, 40- and 30-second versions of the ad. The campaign breaks online across video-on-demand channels on Thursday 5 November, to "side-step" the usual pre-Christmas ads rush, the company said.

The ad will not air on TV screens until 15 November and will be followed up with print, outdoor, digital, social and mobile executions.

Using the soundtrack White Christmas, covered by Otis Redding in 1967, the ad features a variety of people in a suburban community. A voiceover explains who they are and why they would benefit from a gift this Christmas.

The hook is that TK Maxx’s discount retail offering allows people to buy more gifts over the festive season.

It was created by TK Maxx’s in-house creative team alongside Quiet Storm and was directed by Tony Barry through Biscuit. Mindshare handled the media planning and buying.

Deborah Dolce, the group brand and marketing director at TK Maxx said: "We’ve taken a very deliberate step beyond that this year to focus on those relationships that are often overlooked and under-appreciated.

"Our campaign offers an emotive portrayal of 21st-century neighbourhoods – for better or for worse – and asks viewers to consider the people living nearest to them.

"By encouraging everyone to give just one more gift to a neighbour by way of a thank you or a hello, we can make a small step towards rekindling that sense of neighbourliness in our communities."


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