That’s the question we’re asking in the latest film for the high street retailer.

Our Ridiculous Possibilities brand campaign celebrates the weird and wonderful qualities peculiar to the TK Maxx shopping experience. The film highlights “the small prices you pay, to pay the small prices you pay for the big labels in TK Maxx”.

Featuring a voiceover from the inimitable Bill Nighy, the eclectic 60’ spot showcases why shopping in TK Maxx is different, but ultimately worth it. Each explanation transports the audience to a delightfully odd scenario, including the world’s most glamorous game of squash, a magical desert island and a woman blow-drying her hair on the bow of a speedboat.The film, directed by Bold’s Adam & Dave, launched on May 12 and is running alongside a digital display and out-of-home campaign, also created by the Wieden+Kennedy London team.

Hat maker Curro Coronel is the fifth artist to work live in Makers’ Residency, our pop-up creative workspace and gallery.

The Spanish hatter will work in our public facing window in Hanbury Street from today (May 10), culminating in an exhibition on May 18. The residency is being livestreamed at makersresidency.com.

Curro is inspired by his upbringing in a small Spanish town where many families made money through tin, silver and lead mines. The hat maker uses these materials throughout all of his collections, which are constructed using traditional tools and techniques.

Tony Davidson, Executive Creative Director at Wieden+Kennedy London, said: “Curro has infused his work with the rich heritage of his upbringing in the Spanish mining town of Linares. He uses materials and processes inspired by the life of the miners and his own family. While his work feels free and organic in its form, Curro is an uncompromising craftsman, every detail has been carefully explored and considered, making him a perfect addition to Makers’ Residency.”

Curro added: “Makers’ Residency is a great way to give people a real insight into my creative process and see my work and techniques live.”