TK Maxx celebrates an unsung hero ‘Uncle Simon’ in new Chrissy campaign via Howatson+Company
Howatson+Company has completed its first work for TK Maxx, Australia’s leading off-price retailer. The new Christmas campaign and brand platform are now live in market.
The 30 second spot will run across TV, cinema, radio, OOH and social.
The film follows the story of an unlikely hero’s welcome. Not a celebration of Christmas or Santa Claus, but of Uncle Simon – the greatest gift giver ever, and of course a TK Maxx shopper.
Through the magic of TK Maxx’s ‘Big Brands at Small Prices’ the campaign shows how anyone can be the joy of Christmas this year for their family.
This is the first campaign out of Howatson+Company for TK Maxx after the agency began working with the retailer earlier this year. Howatson+Company has also supported the development of a new brand platform, ‘Abso-TK-lutely,’ which premieres in the campaign.
Says Jeremy Hogg and Richard Shaw, executive creative directors at Howatson+Company: “This is an exciting first piece of work we’ve done with TK Maxx. It kicks off a new brand platform and tone of voice we can’t wait to help TK Maxx build upon. As for Christmas, we hope the public will like Simon as much as his family does!”
Says Tony Dunseath, VP marketing at TK Maxx Australia: “We believe the new ‘Abso-TK-lutely’ brand platform is both fresh and distinctive. It brings the emotion we want to help complement our promise of ‘Big Brands. Small Prices.’ And, who wouldn’t want a triumphant entrance like Simon’s on Christmas day?”
Client: TK Maxx
Agency: Howatson+Company
Founder/CEO: Chris Howatson
Managing Director: Renee Hyde
Chief Creative Officer: Levi Slavin
Executive Creative Directors: Jeremy Hogg and Richard Shaw
Creatives: Katy Hulton and Elly Pipicello
Design Director: Ellena Mills
Chief Strategy Officer: Dom Hickey
Senior Account Director: Katy Ward
Head of Production: Holly Alexander
Senior Integrated Producer: Josh Mullen
Production Company (Film): Sweetshop
Director: Damien Shatford
Producer: Belinda Dean
Managing Director/Executive Producer: Edward Pontifex
Executive Producer: Greg Fyson
Director of Photography: Aaron McLisky
Production Designer: Sherree Philips
Post Production: Heckler
VFX Supervisor: Jamie Watson
Editor: Jack Hutchings
Colourist: Billy Wychgel
Sound & Music House: Rumble Studios
Executive Producer: Michael Gie
Composer: Adam Moses
Sound Designer: Tone Aston
Casting Director: Peta Einberg Casting
Production Company (Photography): The Kitchen
Photographer: Juli Balla
Producer: Manuela Leigh
Stylist: Aileen Maar
Hair & Make Up Artist: Desiree Wise
Models:
Danz Rooney @ Priscillas
Seb Heske @ Kult
Heather Inwood @ Silverfox
Aimee Jin @ Bettina Management
Media Agency: Havas Media Australia
28 Comments
… good, like, pretty damn good for a Christmas ad from a department style store.
This is the most annoying advert I have ever had to watch and listen to.it is ear piercing
Enough with this musical Christmas rubbish.
Also- old spice mom song called and wants it’s jokes back.
https://campaignbrief.co.nz/2022/11/04/new-world-brings-christmas-magic-to-the-table-in-new-campaign-via-ddb-group-aotearoa/
But I prefer your version.
I like it. Pretty good for retail work.
Punters will love it
this stinks
So all we need to do now is substitute our brand name for the word fuck and sing a song?
BCFing fun.
Give a Flybuys
AbsoTKlutely
Any original ideas out there gang?
Love it. So fun.
.. the best Christmas ad this year.
I”m trying hard to find the idea wrapped up in this visual salad of ripped off gags.
Yes Rich, Jez and Renee – love this!
Simon buys the best presents. Simon shops at tk max. Celebrate Simon. 🙄
A christmas ad which was enjoyable!
Please stop wheeling out the photography from 2006
1) ‘fuck’ in brand name.
2) a really annoying song.
3) lack of real, meaningful or interesting insight (the fun uncle coming to Christmas with bags of unknown gifts is not an insight).
4) Make sure it’s really generic and any brand could put their logo on it.
Seems like it is pretty obviously “be the hero this Christmas”
Brilliant
Why does he look so scared?
I really like this one 😀
easy
Excellent work.
Stupid!
brill. well done elly & katy.
Damn it looks dated?
Is that intentional?
Love it!
What is TKMaxx? Australia’s leading off-price retailer? I’m so confused.
Retail musical rhymey yuck.
BCF with a moustache and hawaiian shirt.
Who are these ‘punters’ everyone always says ‘will love it’. Not everyone is lobotomised in a pleather sofa eating food from an airfryer. These are ideas that should be campaigns, they’re just retail fluff that should never get PR