TK Maxx has burst onto the festive scene by unveiling its 2022 Christmas advert. The upbeat ad – unveiled on 27th October – is focused on helping people Nail Christmas for Less this year.
Launched earlier than previous years, the advert aims to reassure customers that they will be able to find 'affordable and fabulous gifts' despite any financial pressure they may be under.
The Nail Christmas for Less advert tells the story of Sam, who astonishes her family with amazing gifts by shopping at TK Maxx. The high-fiving heroine is seen dancing through the streets as the whole town turns out in celebration of her present-buying success.
Her father congratulates her for all the incredible presents she bought and asks how she did it. Sam's reply is simple: 'Just went to TK Maxx.'
Stunned and impressed, her father offers up his hand and starts a chain of spectacular high fives (from people, presents, pets and even a post box) which leads Sam through the town, to a soundtrack of Cerrone's 1977 hit 'Supernature'.
In a year when financial pressures will be front of mind for the whole country, the advert shows that at TK Maxx – Europe's leading off-price apparel and homeware retailer – you can find affordable and fabulous gifts for everyone, all under one roof.
'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,' said Deborah Dolce, Group Director at TK Maxx. '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 per cent less than the recommended retail price.'
Filmed in Poland, the advert was created by advertising agency Wieden+Kennedy London, and directed by acclaimed director Max Siedentopf.
Hannah Smit and Paddy Treacy, Creative Directors at Wieden+Kennedy London, comment: 'Christmas is back and this year value is more important than ever. The solution? TK Maxx of course! They've got everything you need to Nail Christmas for Less. Which is exactly what happens in our fun, fashionable and festive high-five-fuelled spot, dreamed up in collaboration with the wonderful Mr. Max Siedentopf.'
• TK Maxx 2021 Christmas advert
The 2021 all-singing, all-dancing advert had an overarching theme of taking Christmas to the 'maxx'. It was a playful tale that followed the story of a young boy called Laurie who was performing at his school Christmas concert after it was cancelled the year before.
Laurie was overcome with nerves, and as he began to play at the organ, he hit some off-key notes. But while looking down at his feet, he remembered the dazzling blue boots he was given by his parents as an early present which gave him some confidence.t.
The clip went on to show how courageous Laurie became – he jumped up onto the organ keys and began to cover a magical rendition of Aerosmith's 'Walk This Way' using his shiny new boots. Shocked and thrilled, the audience went wild at his talent and jumped up to join in.
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