Never-Ending Christmas Stocking Burps Out Gifts in W+K London's TK Maxx Ad

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Nick Ball directs latest festive campaign through Blink Productions
Never-Ending Christmas Stocking Burps Out Gifts in W+K London's TK Maxx Ad

Gifts are not just for Christmas but for a whole year – courtesy of a playful, seemingly never-ending stocking and the latest festive campaign by TK Maxx.

Launching in-store on Nov 7th, the big gifts at small prices retailer will offer shoppers the chance to bag TK Maxx treasures every month for a year – for absolutely nothing.

The real-world activation is brought to life in an irreverent spot directed by Nick Ball at Blink Productions, voiced again by the inimitably droll Bill Nighy, and welcomes the ridiculous possibilities messaging of the brand once more this Christmas.

The ad is shot in the overstated, cinematic style that the brand is best known for, with a strikingly unseasonal rumba soundtrack, by Jose Norman’s Cuban Pete. It sees gifts shared all year round, by a never-ending stocking, which comes to life when an oh-so-lucky TK Maxx customer finds it nestled within the product shelves.

Excitement rises when the never-ending stocking is taken home and begins excitedly sharing gifts with the whole family, and not only at Christmas, but throughout the following year. When the clock chimes midnight the following Christmas, the stocking disappears up the living room chimney, much to the family’s dismay.

The activation-led campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining ATL with print, digital, social, mobile, PR and experiential into a fully festive, integrated, through-the-line campaign.

A limited number of bespoke never-ending stockings will be hidden on the shelves of TK Maxx stores across Europe and online from November 7, and the lucky shoppers who find one will experience the year of gifting, or if they’re really feeling the Christmas spirit, can donate the TK Maxx treasures to family and friends.

Wieden+Kennedy London is responsible for the creative campaign, TVC production, and digital assets. Ogilvy is the PR and influencer agency, Mindshare the media agency, and Undercurrent is managing experiential. The in-store and social creative will be delivered by TK Maxx’s in-house creative team.

Deborah Dolce, Group Brand & Marketing Director at TK Maxx said: “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. It brings to life TK Maxx’s brand message of ‘Big Gifts. Small Prices’ through the main Christmas TV ad, as well as creating standout in this busy season. We are encouraging our customers to visit stores and search for one of the never-ending stockings, whilst also reminding them that TK Maxx is a perfect gift destination for both Christmas and beyond.”

This is TK Maxx’s third Christmas campaign under the Ridiculous Possibilities brand platform, the gift of never-ending gifting, symbolising the retailer’s Big gifts. Small Prices proposition.

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Post Production / VFX

Post Production Company: Electric Theatre Collective

VFX Supervisor: Ryan Knowles, Jon Berridge

2D Artist: Christian Block, Mike Cosgrove, Ned Baker, Stirling Archibald, Tom Humphrey, Adam Woolrich, Alex Grey, Alex Prod'homme, Aitor Arroyo

2D Lead: Ryan Knowles

Colourist: Luke Morrison

DMP: Billy Stockwell

Producer: Polly Durrance

Sound

Sound Design: Sam Ashwell

Sound Design & Mix: 750mph

Creative Agency

Account Director: Ollie Pym

Account Management: Preety Mudhar

Business Affairs Manager: Becky Day

Creative Agency: W+K London

Creative Director: Hollie Walker

Creatives: Chloe Cordon, Katy Edelsten

Executive Creative Director: Tony Davidson, Iain Tait

Group Account Directors: Matt Owen

Head of Planning: Georgia Challis

Producer: Rose Fairley

TV Producer: James Laughton

Production Company

Director: Nick Ball

DOP: Sebastian Blenkov

Executive Producer: Paul Weston

Producer: Patrick Craig

Production Company: Blink

Production Manager: Sophie Peskin

Puppeteers: Johnny Sabbagh, Will Harper & Alex Berchert

Music

Music Clearance: Mr Pape

Music Production: Twenty Below Music

Producer: Emily Pritchard

Offline

Edit Company: Stitch

Editor: Leo King

Genres: In-camera effects, Music & Sound Design, Comedy

Categories: Retail and Restaurants , Retail Stores

Blink, 1 year ago