Create a Christmas xampaign for TK Maxx.

Viewers are immediately greeted by star of the show Lil’ Goat, her farmer owners watching on as she struts across the snowy landscape to the beat, decked from head-to-toe in an enviably stylish designer outfit.

When Susan questions Gary, “Did you buy the goat a designer outfit?” Gary, instead of conforming to the stoic farmer type, looks on tenderly with a tear in his eye and replies, replies proudly, “Yes, she’s had such a hard year. She bloomin’ well deserves it if you ask me”. 

The ad draws to a close with the jubilant goat sliding freely across the icy terrain, embodying the off-price retailer’s spirited and often humorous nature to deliver an important message – after the year we’ve had, everyone deserves to feel special this Christmas. 

Due to Covid, we set up a socially distanced shoot and to ensure crew numbers were kept to a minimum, all shots and takes of the ad were livestreamed to the creative team and TJX Europe via QTake technology.

The 30 second spot in the UK is voiced by esteemed British actor and voice of TK Maxx ads for the past four years, Bill Nighy. The infectious ad soundtrack – The Game Remix – is from Gabriel Garzon Montano, feat. Junglepussy, Seb remix. 

Directed by Matthijs Van Heijningen / Post by MPC / Sound by Factory / Music by Birdbrain.

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