For this year’s Christmas, TK Maxx aims to make everyone feel special because, let’s face it, we had a tough year. Created by Wieden+Kennedy London and directed by Matthijs van Heijningen, the ad campaign that helps the brand preach its “everyone deserves to feel special” message puts the spotlight on a pet goat and how simple is to make it happy, even in times like these. The 30-second-long spot is voiced by the UK esteemed British actor and voice of TK Maxx ads for the past four years, Bill Nighy, while the soundtrack comes from Gabriel Garzon Montano feat. Junglepussy, Seb remix.
The video opens with our protagonist, Lil’ Goat, which seems like parading on a catwalk. From the way it walks, the goat looks pretty confident in itself — and how else could it have been when wearing designer clothes? But while the pet is showing the new outfit to its mates, its farmer owners are spotted inside the house, admiring the cute animal. Well, Gary is the one who appreciates the show, while Susan is a bit puzzled about what’s happening outside. She says: “Did you buy the goat a designer outfit?” With tears in his eyes, the man replies: “Yes, she’s had such a hard year. She bloomin’ well deserves it if you ask me.”
Deborah Dolce, Group Brand & Marketing Director at TK Maxx, comments: “We wanted to recognize the difficult year that we’ve all had and at the same time offer a bit of joyful optimism. This charming ad is a playful reminder that the gift of giving is really special and can bring such sweet pleasure to all.”
“It’s been a year. But that won’t stop us from making this Christmas as special as possible for the ones we love. That’s the message we wanted to bring to life with the tale of our farmers and their sassy lil’ goat. A strutting symbol of hope that aims to bring a little festive joy this season,” Hollie Walker and Cal Al-Jorani, Creative Directors at Wieden+Kennedy, continue.
The ad ends with the goat sliding across an icy spot, delivering the brand’s message: “Everyone deserves great gifts this season. How festive!” TK Maxx’s campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands. The creative, TVC production, and digital assets come from the London-based agency; Ogilvy is responsible for PR; and Mindshare is the media agency. TK Maxx’s in-house Creative Team will deliver in-store and social creative.
The ad was shot in Biggar, Scotland, but, for the first time ever, all shots and takes of the video were livestreamed to the creative team and TJX Europe via QTake technology, ensuring that the crew numbers were kept to a minimum.
Credits:
Client: TK Maxx
Agency: Wieden+Kennedy London
ECD: Tony Davidson & Iain Tait
CD: Hollie Walker & Cal Al-Jorani
Creatives: Francesca Van Haverbeke & Florence Deary
Planners: Michael Hines & Vincent Johnson
Group Account Director: Matt Owen
Account Director: Alice Shaw
Account Manager: Tom Campbell
Agency Producer: Richard Adkins
Business Affairs Manager: Alex Coomer
Production Company: MJZ
Director: Matthijs van Heijningen
Executive Producer: Dickie Jeffares
Production Company Producer: Sara Nouman
Director of Photography: Molly Manning Walker
Fashion Stylist: Rachel Davis
Home Interior Stylist: Jane Field
Editing Company: Work Editorial
Editor: Jono Griffith
Edit Executive Producer: Ben Tomlin
Visual Effects Company: Moving Picture Company
VFX Head of Production: Louise Unwin
VFX Creative Director / Head of CG – Carsten Keller
Visual Effects Supervisor: Kamen Markov
Animation Director: David Bryan
Colourist: Philip Hambi