TK Maxx launches inspirational ‘Big Wins, Small Prices’ ad campaign

By

Nigel TAYLOR

Published
May 20, 2021

If consumers are feeling upbeat about being able to return to physical shopping, TK Maxx wants to turbocharge that emotion.

The fashion, beauty and lifestyle retailer has launched its new multi-media brand campaign that aims to capture “the incredible feeling shoppers get when they find ‘Big Wins, Small Prices’. 

Directed by Fredrik Bond and shot in London, the campaign is led by three new TV ads, “celebrating the feeling of pride you get when you find great quality products and big brands at amazing prices”. 

The campaign will run in the UK, Ireland, Germany, Poland, Austria and the Netherlands, combining AV with print, digital, social, influence and PR "to create a fully integrated, through-the-line campaign”. 
 
Kicking off the campaign, a trio of TV ads depict shoppers “basking in the winning feeling” of their Big Win purchases. Whether it’s branded homewares, fashion or beauty, the campaign “aims to show that TK Maxx makes high quality accessible for everyone”. 
 
The three ads comprise: TK Maxx Big Wins – Card Club; TK Maxx Big Wins – Taekwondo; and TK Maxx Big Wins – Neighbours.

In the first, the character Margot is shuffling cards with impressive choreography, with the camera focusing on her bright yellow nail varnish. When asked where the polish is from, she responds: “TK Maxx. It’s pineapple sunset. It’s salon quality. It’s sexy. It’s fashion darling”.
 
The second ad begins in a taekwondo studio where parents and kids are getting ready for a class. The character Christine steps forward wearing a shimmering silver belt instead of her usual taekwondo belt. Her instructor asks where the belt is from and, in response, she performs an amazing sequence of taekwondo moves, proclaiming “TEE… KAY… MAXX”.
 
Finally, the third ad takes place at night with a woman in her kitchen reading. Over her shoulder in the apartment opposite, a lamp flickers in the window. The lamp moves along the window frame, playfully turning on and off as it moves. A head then pops up along the windowsill. It’s the neighbour who exclaims, “It’s a desk lamp! It’s got a swivelly head! Total bargain!” When asked where it is from, he proudly mouths: “TK Maxx.com".
 
Deborah Dolce, Group Brand & Marketing director, said: “After a year like no other, we want to celebrate that uplifting feeling and the extra bounce in your step that you get when you buy something incredible at a snip. This campaign captures perfectly, and with such warmth, that unique feeling of joy and pride”.