What makes a perfect Christmas family sing-song? Silent Night? Jingle Bells? Or an a cappella version of a cult movie theme tune?  Our latest Christmas campaign for Tk Maxx is encouraging shoppers to shake up the festive season.

This quirky take on the traditional festive sing-along is at the heart of the new TV spot, but with an unexpected twist to show that the season is best when it’s more surprising – especially when it comes to gifting.

The TVC showcases a smartly dressed family gathered around a piano in their beautifully decorated home, ready to break into a traditional Christmas sing-song…or so you may think. Grandma provides the starting cue by gargling a cup of tea before the family breaks into an unexpected a cappella rendition of the instrumental Misirlou – best known as the theme tune to cult ‘90s film, Pulp Fiction.

With stylised choreography, some well-timed musical howls from the family dog and even the baby joining in, the spot embodies TK Maxx’s belief that Christmas is best when it’s more surprising.

The film airs online and on television, and will be screened across the UK, Ireland, Germany and Poland. It’s part of a fully integrated through-the-line campaign including print, digital, social, mobile, PR and experiential.

There are a few sore heads in the agency today as last night was a big success for us and the Three team. It was the IPA Effectiveness Awards and we won a silver award for the Three ‘#holidayspam’ campaign. This can now be added to the host of other awards that Nick Exford has stashed away somewhere.

The winners supplement highlighted the results gained by the campaign for Three.

Research showed that the campaign led to Three being viewed as more appealing and customer-friendly, with its roaming policy identified as a reason for users to stay with the company. At the end of 2014, Three reached an all-time high, claiming 10.4 million UK customers and 13.3% market share. According to econometric analysis, the campaign delivered a net profit return conservatively estimated at £1.46 for every £1 invested.