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
Danz Rooney @ Priscillas
Seb Heske @ Kult
Heather Inwood @ Silverfox
Aimee Jin @ Bettina Management

Media Agency: Havas Media Australia