TK Maxx releases upbeat Christmas ad campaign for tough times

By

Nigel TAYLOR

Published
Oct 28, 2022

Quite literally, its high-fives all round for TK Maxx this Christmas. The discount clothing and general merchandise retailer releases an energetic and upbeat ad campaign for the festive season this evening (28 October). The brand’s biggest festive campaign to date, 'Nail Christmas for less', focuses on relieving the financial pressure of buying gifts this season.

The TV ad, which breaks during Coronation Street on ITV, follows a woman named Sam who delights her family with the gifts she's chosen for them and becomes a local hero in her town. 

The film opens with her father congratulating her for all the presents she has bought and asks how she did it. Sam replies: “Just went to TK Maxx”. After her father offers up his hand for a high-five, the film then turns into a series of high-fives with people, pets and post boxes as she dances through the rest of her town to the soundtrack of Cerrone's 1977 song Supernature.

Deborah Dolce, group director at TK Maxx, said: "With the ongoing cost-of-living crisis, we know this is a tough year and, for many people, Christmas is such an important time to come together with loved ones. Sharing presents is an integral part of the festivities – we all love to treat our friends and family.

"So we just wanted to let people know you can still do a brilliant job by shopping at TK Maxx; there's no need to compromise on brands and quality because our gifts are available for up to 60% less than the recommended retail price.

The ad, created by W+K London, comes in 20- and 30-second versions for TV alongside an 77-second version running online. The campaign will be supported with print, digital, social, influence and PR activity under #NailChristmasForLess.

The campaign will run across the UK, the Republic of Ireland, Germany, Austria, Netherlands and Poland where it was filmed.