TK Maxx’s festive ad is a shoe-in

For the sixth year running, Wieden+Kennedy London has created TK Maxx’s Christmas advert and this year’s is directed by Raine Allen-Miller, through Somesuch.

Christmas To The Maxx tells the story of awkward teen Laurie, who’s getting ready to perform at a Christmas comeback concert in his local town hall. Due to the concert being cancelled last year, anticipation is high, and the hall is full of people eager to see locals showcase their talents.

The boy’s all fingers and thumbs until he channels the energy bestowed on him by his new shiny boots – an early Xmas present from his dad. Finally he lets rip on a cracking version of Aerosmith’s Walk This Way that gets the village hall rocking. 

The ad marks many firsts for TK Maxx, as Poland, Austria, Germany, and the Netherlands will be broadcasting the spot for the first time, in addition to the UK and Ireland. The TVC is supported with print, digital, social and PR, and a pan-European partnership with TikTok, where people are invited to participate in the #TKMaxxTalentShow. 

Laurie will also be lending his support to TK Maxx’s Christmas charitable initiative – Dance, Donate, Nominate - where people can copy Laurie performing a specially choreographed dance routine, share their own attempt and then nominate a friend or family member to do the same, while donating to charity. Activated through Instagram and Facebook, all money raised will be matched by TK Maxx by up to £500,000 and will support disabled and disadvantaged children and young people across the UK, Ireland, Germany, and Poland.