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23 April 2019

Music to the Maxx

by Syd Briscoe


T K Maxx: “The Right Way” - 60s

TK Maxx get musical in their latest campaign, which is dedicated to dispelling myths about the discount store. Seen by some as the upmarket equivalent of a jumble sale, the brand's eclectic inventory and seemingly random assortment of designer accoutrements can be off-putting for customers used to more consistency.

However, this whimsical film suggests a visit can be an adventure rather than a chore. Ostensibly lifted straight from a stage musical, the cast give wonderfully over the top performances as they seek to reassure disaffected shoppers that TK Maxx is, indeed, the place for them. Let's hope nobody starts dancing in the homeware section, mind.


Creative Agency: Wieden + Kennedy Ⓟ Ⓦ
ECD: Tony Davidson
Creative Director: Hollie Walker
Creative: Adam Newby / Will Wells / Tom Hall
Group Acc Director: Matt Owen
Account Director: Ollie Pym
Account Manager: Tom Campbell
Business Team: Jo Woodford
Senior Planner: Harriet Lowson
Agency Producer: Anna Neilson
Ass't Prod (Agency): Iona Patterson
Film Production: Independent Ⓟ Ⓦ
Director: Gary Freedman Ⓟ Ⓦ
Producer: Verity White
Executive Producer: Jani Guest
Cinematographer: Nicolas Karakatsanis
Editor: Adam Spivey Ⓦ @ The Playroom Ⓟ Ⓦ
VFX: Philip Whalley @ MPC Ⓟ Ⓦ
Colourist: Jean-Clément Soret @ MPC Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ / James Cobbold Ⓦ @ 750MPH Ⓟ Ⓦ
Music Supervision: Mr Pape Ⓟ Ⓦ
Composer: Joe Alexander

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