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TK Maxx is looking to show that presents aren’t just for Christmas by offering a year full of gifts to customers who find a bespoke 'never-ending stocking' in one of its stoes. 

The Never-ending Stocking' festive promotion has been brought to real with a real world activitation and a film narrated by Love Actually favourite, Bill Nighy.

The magical spot from Wieden+Kennedy is shot TK Maxx's typical overstated and cinematic style.

It opens with a lucky Christmas shopper locating the fabled never-ending stocking, nestled among the retailer's cushion shelf.

The fortunate winner then drags the lengthy sock home through a snowy street, as Nighy’s compelling narration informs us: 'Now she’s got the one thing better than Christmas presents… Christmas presents for a whole year.'

As the woman bursts through her front door, the stocking comes to life, burping presents left, right and centre, to the unseasonal rumba tune, Cuban Pete.

The spot sees the stocking move throughout the year like a friendly festive basilisk, dispersing gifts to family and friends until 12 months later, when midnight strikes on Christmas Eve, it disappears up the living room chimney much to the family’s dismay.  

The campaign is TK Maxx’s third Christmas push under the 'Ridiculous Possibilities' brand platform. It will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining TV with print, digital, social, mobile, PR and experiential. 

A limited number of bespoke never-ending stockings will be hidden on the shelves of TK Maxx stores across Europe and online from 7 November, and the lucky shoppers who find one will experience a year of gifting from the store.

Deborah Dolce, group brand and marketing director at TK Maxx said: “We have worked together with all our agencies to create a campaign that is beyond a straight broadcast message, rather it aims to engage with our shoppers in an experiential and engaging way.

“It brings to life TK Maxx’s brand message of ‘Big Gifts. Small Prices’ through the main Christmas TV ad, as well as creating standout in this busy season. We are encouraging our customers to visit stores and search for one of the neverending stockings, whilst also reminding them that TK Maxx is a perfect gift destination for both Christmas and beyond.”

Wieden+Kennedy London is responsible for the creative campaign, TVC production, and digital assets. Ogilvy is the PR and influence agency, Mindshare the media agency, and Undercurrent is managing experiential. The in-store and social creative will be delivered by TK Maxx’s in-house creative team.

: 'The neverending stocking '

Agency:
Client:
Date: November 2018
TK Maxx show presents aren’t just for Christmas by offering a year full of gifts to lucky customers who find a bespoke neverending stocking in one of their TK Maxx stores.  
To promote its big giveaway, TK Maxx has brought their real-world activation to life in a festive ad, narrated by Love Actually x-mas favourite, Bill Nighy.
The magical campaign from Wieden+Kennedy is shot in typical TK Maxx overstated and cinematic style, and opens with a lucky Christmas shopper finding the never-ending stocking, nestled amongst the cushion shelf.
The fortunate winner then drags the lengthy stocking home through a snowy festive street, as Nighy’s compelling narration informs us: “Now she’s got the one thing better than Christmas presents… Christmas presents for a whole year.”
As the lady bursts through her front door, the stocking comes to life, burping presents left, right and centre, to the unseasonal rumba tune, Cuban Pete.
The spot sees the stocking move throughout the year like a friendly festive basilisk, dispersing gifts to family and friends until a year later, midnight strikes on Christmas Eve, and the stocking disappears up the living room chimney, much to the family’s dismay.  
Credits:
 
 
Client - TK Maxx
Project Name - The Neverending Stocking
 
Creative Director - Hollie Walker
Creatives - Chloe Cordon, Katy Edelsten
Executive Creative Directors - Tony Davidson, Iain Tait
Group Account Director - Matt Owen
Account Director - Ollie Pym
Account Manager - Preety Mudhar
Head of Planning - Georgia Challis - TV Producer
James Laughton - Creative Producer
Rose Fairley - Production Assistant
Jasper Ford - Business Affairs Manager
Becky Day - TV PRODUCTION
 
Production Company - Blink
Director - Nick Ball
Executive Producer - Paul Weston
Producer - Patrick Craig
Production Manager - Sophie Peskin
Director of Photography - Sebastian Blenkov
Puppeteers - Johnny Sabbagh, Will Harper & Alex Berchert
Editorial Company - Stitch
Editor - Leo King
VFX Company - Electric Theatre Collective
VFX Supervisor - Ryan Knowles
VFX Producer - Polly Durrance
Sound Company - 750mph
Sound Designer - Sam Ashwell
Music Company - Twenty Below Music
Producer- Emily Pritchard
Music Clearance - Mr Pape
Tags: UK, Christmas, creative works
 
 
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