Wednesday, November 21, 2018
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Top Spot of the Week: W+K London, Blink Director Nick Ball Unleash Never-Ending Stocking For TK Maxx

By

Robert Goldrich
Thursday, Nov. 8, 2018

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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.

Credits

Client 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.

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