For many internet users, when they want to find more information about something they are interested in, they go online — which is why having a digital presence is crucial, particularly for businesses. Actually, an online platform represents one of the best ways a company can use to keep in touch with its clients. For example, despite being on the internet for a while now, some of TX Maxx‘s shoppers are not completely aware that the retailer operates online as well.
To change that, the brand partnered with Wieden+Kennedy London agency and launched a campaign to show TK Maxxers that they can take it to the internet to do their shopping sessions. The campaign includes a spot with a storyline that humorously plays on those epic “WOW” moments people usually have upon making a discovery that would make their lives easier.
The 30-second TV ad focuses on the story of Ami — the hero of the ad — enjoying a late dinner. Surrounded by a group of friends, the protagonist can hardly contain her excitement at reading something related to TK Maxx via her mobile. Completely captivated by what she notices on her screen, her pupils start to become bigger and bigger. While she is mesmerized, with her attention fully directed toward whatever popped up on her device, the viewers are “hypnotized” by the action unfolding around the hero.
All of the other characters present at the bar start moving in slow motion, whether we refer to the playing cards or roses flying across the room, or at the actual people enjoying their evening in their own way: There’s a bride arranging her veil, an older couple is caught kissing, or an elegantly dressed man is spotted swinging his pink tie around his head.
All of these activities look to be so random that they can be easily mistaken for an impromptu Harlem Shake session. Ami is a participant in this weird “dance” herself, as she manifests her excitement not by going speechless (as one would usually react) but rather by repeating the same phrase over and over again. Using a light-hearted approach, the London-based agency managed to highlight TX Maxx’s online presence, drawing the public’s attention to the brand’s e-commerce offerings in a humorous way.
The ad is directed by Lou Escobar and produced by CANADA, with VFX provided by The Mill. The spot will run across TV and online, complemented by a high-profile social and in-store campaign.
