TK Maxx has unveiled how it will help people “Nail Christmas for Less” this year, with the launch of its upbeat festive commercial. Having astonished her family with amazing gifts by shopping at TK Maxx, the ad features a high-fiving heroine dancing through the streets as the whole town turns out in celebration of her present-buying success.
“Nail Christmas for Less” tells the story of Sam, who absolutely nails her seasonal gifting with TK Maxx. We meet Sam as 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 postbox) which lead 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 spot shows that at TK Maxx–Europe’s off-price apparel and homeware retailer–you can find affordable and fabulous gifts for everyone, all under one roof. From kitchenware and decorations to fashion and beauty, to gifts for kids and pets, you’ll get more pressies for your pounds.
For the seventh year running, advertising agency Wieden+Kennedy London created TK Maxx’s Christmas commercial, this year directed by Max Siedentopf via production house Riff Raff.
CreditsClient TK Maxx Agency Wieden+Kennedy London Paddy Treacy, Hannah Smit, creative directors; Georgina Brisby, Marcelo Duarte, creatives; Susan Hoffman, executive creative director; Dan Hill, chief strategy officer; Rebecca Hunter, TV producer; Lwimbo Malanda, TV production assistant; Jack Curtis, lead designer; Oliver Jackson, designer; Jon Harris, Rezaul Alom, motion graphics. Production Riff Raff Max Siedentopf, director; Matt Posner, producer; Mathieu Plainfosse, DP; Koja, production designer; Rachel Davies, costume designer. Editorial Trim Editing Fouad Gaber, editor; Noreen Khan, edit producer. VFX Nineteentwenty Ludo Fealy, VFX head of production; Louise Cherry, David Keegan, VFX producers; Kai Van Beers, colorist. Audio 750mph Sam Ashwell, Jake Ashwell, sound designers; Olivia Ray, sound producer. Music Theodore Music Cerrona, composer
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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