TK Maxx and W+K think different at Christmas with ‘Gift Different’

It isn’t quite all doom and gloom on the British high street – although most of it is – and US-owned TK Maxx is a rare bright spot, posting a 6.4 per cent sales rise to £3bn and profits up a whopping 38 per cent to £120m.

TK Maxx, with its cut price fashions from here, there and everywhere is different – which makes ‘Gift Different’ for its new Christmas campaign from Wieden+Kennedy London a sensible choice.

Apart from that it’s not sensible at all, another sensible choice.

TK Maxx group brand and marketing director Deborah Dolce says: “Our advert taps into something we know a lot of people dread; giving or receiving dull or predictable gifts. This Christmas we celebrate the ‘Ridiculous Possibilities’ world of TK Maxx and the exciting collection of gifting treasures to be found. The ad is a humorous metaphor encouraging people to take a more daring route to finding more exciting Christmas presents.”

‘Ridiculous Possibilities’ is a good campaign – with legs – and brings the best out of W+K. What do they have in store for Sainsbury’s (which could take a leaf out of the TK Maxx book)?

MAA creative scale; 8.5.

(PS – This is the third 8.5 this Christmas, along with Argos from The&Partnership and Mariah Carey/Walkers from AMV BBDO, which is pretty decent. Let’s hope there’s a 9 out there somewhere.)

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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