The spot by Wieden+Kennedy is a diverse and eccentric insight to the massive range of items that can be found at the retailer's stores
Why would anyone shop at TK Maxx? That’s the question the European labels-for-less retailer is playfully addressing in its new ‘Ridiculous possibilities’ brand campaign which sets out to celebrate those weird and wonderful qualities peculiar to the TK Maxx shopping experience.
The eclectic TVC from Wieden+Kennedy, shot in stunning and characteristically eccentric cinematic style opens with a dinner party scene attended by a suitably diverse mix of guests who one by one showcase why shopping in TK Maxx is different, but ultimately worth it. Each explanation transports the audience to a delightfully odd scenario made possible by the combination of big labels and small prices offered at TK Maxx; cue the most glamorous game of squash ever, a magical desert island inhabited by an outfit-switching pianist, and a woman brazenly blow-drying her hair on the bow of a speedboat.
The campaign proudly acknowledges that in-store there may be an absence of frivolous perks such as fancy tissue paper, mannequins or complimentary drinks often found in other high street stores, but unapologetically states that these are just “the small prices you pay, to pay the small prices you pay for the big labels in TK Maxx”.
Commenting on the campaign, Deborah Dolce, Group Brand and Marketing Director, at TK Maxx said: “TK Maxx is a different sort of retailer and in this campaign we bring to life the central concept of our model– that ‘ridiculous possibilities’ are afforded to our shoppers precisely because of the way we do business. We are able to bring big labels at amazing value to our customers because of our unique approach; the central line ‘these are the small prices you pay, to pay the small prices you pay at TK Maxx’ is a brilliant expression of everything that we are proud of. ‘Why would anyone shop at TK Maxx’ is a conversation that happens at pubs and dinner tables around the country and we are delighted to bring it to life in our now well established world of Ridiculous Possibilities, wonderful and quirky.”
The TVCs will air in the UK from 12th May.The through-the-line campaign includes print, outdoor, digital, social, mobile and PR. TK Maxx’s in-house studio is managing instore and digital creative, Mindshare is the media agency, Ogilvy PR will manage PR and social media, and Hogarth will handle translations and production delivery. The campaign will also be rolled out on the retailer’s UK e-commerce platform.