The spot, created by Wieden & Kennedy London, is intended to be a quirky take on the traditional festive family sing-a-long as a gurgling grandmother kicks off a group rendtion of Misirlou.
The smartly dressed family gathers round a piano in their smartly decorated home for the a capella performance, with contributions from the family dog and a baby.
The ad is meant to embody the brand’s belief that Christmas is best when it is more surprising as TK Maxx wants to encourage shoppers to go "off list" when picking gifts.
Directed by Andreas Nilsson, the man behind the Volvo Trucks ads starring Jean-Claude Van Damme, the 30- and 40-second spots make up the first Christmas campaign under TK Maxx’s "Ridiculous possibilities" brand platform. Biscuit handled the production.
The ads air on television from today and will be screened in the UK, Ireland, Germany and Poland. Further executions are planned in print, digital, social, mobile, PR and experiential.
Mindshare is handling the media planning and buying, while the ad was created by Bertie Scrase, Christen Brestrup, Peter Browse and Joe Koprowski at Wieden & Kennedy.
Deborah Dolce, group brand and marketing director at TK Maxx, said: "We all remember the childhood fun of ripping open a present to find a fantastic surprise inside.
"We want to foster this long-standing Christmas tradition and so are encouraging shoppers to go ‘off list’ and handpick something different and delightful at TK Maxx."
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