Press Releases


Why would anyone shop at TK Maxx? That’s the question the European labels-for-less retailer is playfully addressing in its new ‘Ridiculous possibilities’ brand campaign which sets out to celebrate those weird and wonderful qualities peculiar to the TK Maxx shopping experience.


The eclectic TVC from Wieden+Kennedy, shot in stunning and characteristically eccentric cinematic style opens with a dinner party scene attended by a suitably diverse mix of guests who one by one showcase why shopping in TK Maxx is different, but ultimately worth it. Each explanation transports the audience to a delightfully odd scenario made possible by the combination of big labels and small prices offered at TK Maxx; cue the most glamorous game of squash ever, a magical desert island inhabited by an outfit-switching pianist, and a woman brazenly blow-drying her hair on the bow of a speedboat.


The campaign proudly acknowledges that in-store there may be an absence of frivolous perks such as fancy tissue paper, mannequins or complimentary drinks often found in other high street stores, but unapologetically states that these are just “the small prices you pay, to pay the small prices you pay for the big labels in TK Maxx”.


Commenting on the campaign, Deborah Dolce, Group Brand and Marketing Director, at TK Maxx said: “TK Maxx is a different sort of retailer and in this campaign we bring to life the central concept of our model– that ‘ridiculous possibilities’ are afforded to our shoppers precisely because of the way we do business. We are able to bring big labels at amazing value to our customers because of our unique approach; the central line ‘these are the small prices you pay, to pay the small prices you pay at TK Maxx’ is a brilliant expression of everything that we are proud of. ‘Why would anyone shop at TK Maxx’ is a conversation that happens at pubs and dinner tables around the country and we are delighted to bring it to life in our now well established world of Ridiculous Possibilities, wonderful and quirky.”


The TVCs will air in the UK from 12th May.

The through-the-line campaign includes print, outdoor, digital, social, mobile and PR. TK Maxx’s in-house studio is managing instore and digital creative, Mindshare is the media agency, Ogilvy PR will manage PR and social media, and Hogarth will handle translations and production delivery. The campaign will also be rolled out on the retailer’s UK e-commerce platform.


About TK Maxx

·         TK Maxx is Europe’s leading off-price apparel and homeware retailer selling a huge assortment of big names and designer labels, top brands, up-and-coming labels and one-off gems at up to 60% less than the RRP and at a significant discount to the price in a department store or on the high street, every single day.

·         Opportunistic buying, established relationships with vendors and a no frills operation means TK Maxx can pass huge savings onto the customer.

·         The average TK Maxx store receives several deliveries per week with each delivery containing thousands of items which means stock is consistently fresh.

·         TK Maxx offers a unique treasure hunt shopping experience where customers can experience the thrill of finding an amazing brand or one-off gem every time they shop.

·         TK Maxx is committed to being a responsible retailer whether in the community, as an employer, in the supply chain or in the environment.  

·         As of Jan 2017, TK Maxx has over 503 stores across the UK, Ireland, Poland, Germany, Austria and the Netherlands.

TK Maxx is part of TJX Europe which comprises the TK Maxx and Home Sense brands.  TJX Europe is part of The TJX Companies, Inc. (NYSE:TJX).


NB for info *547 stores for TJX Europe  (includes 44 HomeSense)

Contact Us

For further press information / photography please contact:
Gemma Ginsberg, PR Manager, Ogilvy Public Relations London
Email address / Tel:

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