TK Maxx has launched its new brand campaign – ‘Big Wins, Small Prices’ – with three TV spots, 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 is a trio of TV ads that depict shoppers basking in the winning feeling of their Big Win purchases from TK Maxx. The films are directed by Fredrik Bond and produced by MJZ.

Creatives Joanna Cassidy Osborne and Joseph Paul said: “Social media is full of shoppers chuffed to bits with their Big Wins at TK Maxx. We wanted to tell a range of short stories with the same proud tone as these little social brags, creating a series of premium films that retain the signature TK Maxx quirk.”