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TK Maxx, which describes itself as a “labels-for-less” retailer, is launching a big new campaign from Wieden+Kennedy: ‘Why would anyone shop at TK Maxx?’
It’s brave to acknowledge that TK Maxx can be a somewhat haphazard emporium. Does the campaign answer the above question?
Mostly. It’s a bit haphazard itself but maybe that was the idea.
MAA creative scale: 6.5
