Created by Wieden+Kennedy London and directed by Matthijs van Heijningen via production house MJZ, this TK Maxx Christmas ad will air in six European countries, having already made its TV debut in the U.K.
In the :30–for which MPC served as VFX hoouse–viewers are immediately greeted by campaign protagonist Lil’ Goat in the opening shot, her farmer owners (Susan and Gary) watching on as she struts across the snowy landscape to the beat, decked from head-to-toe in an enviably stylish designer outfit. When Susan questions Gary, “Did you buy the goat a designer outfit?” Gary, instead of conforming to the stoic farmer type, looks on tenderly with a tear in his eye and replies proudly, “Yes, she’s had such a hard year. She bloomin’ well deserves it if you ask me”.
The ad draws to a close with the jubilant goat sliding freely across the icy terrain, embodying the off-price retailer’s spirited and often humorous nature to deliver an important message–after the year we’ve had, everyone deserves to feel special this Christmas.
The infectious ad soundtrack–”The Game Remix”–is from Gabriel Garzon Montano, feat. Junglepussy, Seb remix. The :30 U.K. spot is voiced by British actor Bill Nighy.