W+K unveils anarchic new campaign for TK Maxx

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

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