Gifts are not just for Christmas but for a whole year–courtesy of a playful, seemingly never-ending stocking and the latest festive campaign by TK Maxx.
Launching in-store on Nov 7, the big gifts at small prices retailer will offer shoppers the chance to bag TK Maxx treasures every month for a year–for absolutely nothing.
The real-world activation is brought to life in an irreverent spot directed by Nick Ball of Blink Productions, voiced again by the droll Bill Nighy.
The ad is shot in the overstated, cinematic style that the brand is best known for, with a strikingly unseasonal rumba soundtrack, by Jose Norman’s Cuban Pete. It sees gifts shared all year round, by a never-ending stocking, which comes to life when an oh-so-lucky TK Maxx customer finds it nestled within the product shelves.
Excitement escalates when the never-ending stocking is taken home and begins excitedly sharing gifts with the whole family, and not only at Christmas, but throughout the following year. When the clock chimes midnight the following Christmas, the stocking disappears up the living room chimney, much to the family’s dismay.
The activation-led campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands. The anthem spot was directed by Nick Ball of production house Blink for Wieden+Kennedy London, with VFX from the Electric Theatre Collective.
CreditsClient TK Maxx Agency Wieden+Kennedy London Hollie Walker, creative director; Chloe Cordon, Katy Edelsten, creatives; Tony Davidson, Iain Tait, executive creative directors; James Laughton, TV producer; Rose Fairley, creative producer; Jasper Ford, production assistant. Production Blink Nick Ball, director; Paul Weston, exec producer; Patrick Craig, producer; Sophie Peskin, production manager; Sebastian Blenkov, DP; Johnny Sabbagh, Will Harper, Alex Berchert, puppeteers. Editorial Stitch Leo King, editor. VFX Electric Theatre Collective Ryan Knowles, VFX supervisor/2D lead; Jon Berridge, VFX supervisor; Polly Durrance, producer; Christian Block, Mike Cosgrove, Ned Baker, Stirling Archibald, Tom Humphrey, Adam Woolrich, Alex Grey, Alex Prod’homme, Aitor Arroyo, 2D artists; Billy Stockwell, DMP; Luke Morrison, colorist. (Toolbox: Flame, Nuke) Sound 750mph Sam Ashwell, sound designer. Music Twenty Below Music Emily Pritchard, producer. Music Clearance, Mr Pape.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More