In the week that Debenhams, M&S and John Lewis launch their Christmas ads, TK Maxx launches their very own commercial that focuses on the real emotion of Christmas and the genuine joy created by the gifts we give to our family and friends.
The spot centres around ‘the moment’ of gift giving, when everyone hopes that all the planning and effort results in your loved ones genuinely adoring the gift you’ve chosen for them.
The Brooklyn Brothers & TK Maxx chose awarded TV & Film Director James Strong to direct the commercial to deliver ‘real & genuine’ emotions from people receiving gifts they love. This is his first experience directing commercials, after a career in TV & film, most recently directing David Tennant in Broadchurch and Hugh Bonneville and the cast in the second series of Downton Abbey.
James Strong, Director said: “It was a great thrill to be asked to shoot this film. For me, the challenge was to capture the ‘moment’ in as real and truthful way as possible. We worked very hard at creating the right atmosphere on set, where the cast could completely capture and express the most powerful and believable emotions as possible. I was beyond excited with the results we achieved.”
A full orchestral version of ‘Only You’ by Alison Moyet & Yazoo was recorded at the Abbey Road Studios specifically for the commercial and will be released on iTunes on Thursday to co-incide with the on-air release date.
With thousands of unique and individual gifts from big named brands at up to 60% less, and new deliveries every week right up to Christmas Eve, customers can always be sure of finding something unique & special to spoil friends & family.
Deborah Dolce, SVP, Group Brand & Marketing Director, TJX Europe said: “We are incredibly excited about what we feel is a touching and beautiful Christmas ad. We wanted to tap into the real truth about Christmas and the enormous pleasure people get from giving loved ones special and unique gifts. Getting cut through in such a competitive environment is hard but we believe this approach will help us stand out from the competition.”
The Brooklyn Brothers was appointed to the TK Maxx ‘pan-European account advertising account’ in June after a 3-way pitch.
Nick Bell, Executive Creative Director at The Brooklyn Brothers said: “It’s always important for a brand to cut through and make some emotional connection but even more so in such a noisy and cluttered environment. For TK Maxx, we wanted to examine that moment when you have the opportunity to make your loved ones happy and our client was brave enough to buy into that.”
The campaign will run across TV (60, 40 and 20 spots) in the United Kingdom and Republic of Ireland with outdoor, print, radio and digital executions across the United Kingdom, Republic of Ireland, Germany and Poland.
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