Wieden + Kennedy’s bottomless stocking belches out a Christmas cracker for TK Maxx

It’s everyone’s dream, the bottomless Christmas stocking. You never get to the tangerine at the end because the presents don’t ever stop coming.


TK Maxx is making that dream come true – for a year at least – by placing a limited number of “neverending stockings” on its shelves across Europe. Lucky shoppers who find the stockings will get regular presents from TK Maxx for the whole of 2019.

Wieden + Kennedy’s ads follow the anarchic style that we’ve come to expect of its work for the retailer. Elves watch excitedly on a store’s CCTV as a customer finds a precious neverending stocking, which then goes on to belch out presents all over the place: in school, in the shower, on the beach, on the bus or in bed.

TK Maxx is one of the few UK retailers that’s fairly healthy this Christmas. Its 11 per cent sales growth last year may have been almost entirely due to its 23 new sites, but at least they are opening rather than closing stores.

Deborah Dolce, group brand and marketing director at TK Maxx, said: “The campaign is beyond a straight broadcast message, rather it aims to engage wih our shoppers in an experiential way. The ad brings to life TK Maxx’s brand message of “Big gifts. Small prices,” encouraging customers to visit stores an dsearch for one of the neverending stockings, while also reminding them that TK Maxx is a perfect gift destination for both Christmas and beyond.”

Wieden + Kennedy worked with Ogilvy for PR, Mindshare for media, and Undercurrent for experiential on the campaign. In-store and social is by TK Maxx’s in-house creative team.

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

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.