The Best Work You May Never See: W+K London, Director Max Siedentopf "Nail Christmas for Less" At TK Maxx 


Robert Goldrich
Thursday, Nov. 3, 2022


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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. 


Client 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

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