Can TK Maxx rekindle the spirit of neighbourliness this Christmas?
That’s the ambition of Love Your Neighbour, the new Christmas gifting campaign unveiled today by labels-for-less retailer TK Maxx. The uplifting 60-, 40- and 30-second spots are claimed to go beyond the well-trodden territory of a traditional family Christmas, encouraging shoppers to look outside their front doors – and over their garden fences – to consider those who may not always be their dearest but who are their nearest.
Created by the TK Maxx in-house creative team in collaboration with Quiet Storm, and directed by Tony Barry from Biscuit, the TVC calls on viewers to reach out to those relative strangers across the road by getting just one extra gift this Christmas.
Soundtracked by Otis Redding’s classic 1967 take on White Christmas, the spot takes a nuanced look at the many faces of modern neighbourly realities, underpinned by a deep-rooted sense of community and affection: from babies crying in the flat above and the man whose curtains are always twitching, to the couple who brings in our parcels.
It culminates in scenes of people taking the seemingly big step to knock on their neighbour’s door to present them with a surprise gift as a way to say hello, thank you or simply spread a little Christmas cheer.
The campaign resonates with the TK Maxx philosophy of being a good neighbour in local communities, the company having supported more than 300 local charities in the last year alone, through donations, merchandise sales and customer and employee fundraising.
It also highlights TK Maxx’s breadth of product and incredible value, which make it easy to find a special gift for even the most unique neighbour on the street.
The TVC will premiere online across video-on-demand channels on 5th November to side-step the usual pre-Christmas advert rush. It will then air on TV screens on 15 November.
The ad will be supported by a fully integrated through-the-line campaign including print, outdoor, digital, social, mobile and PR. It will also be rolled out on the retailer’s UK e-commerce platform.
Deborah Dolce, group brand and marketing director, at TK Maxx said: “It’s normal for consumers to see heart-warming messages about close friends and family from big brands and retailers at Christmas time. We’ve taken a very deliberate step beyond that this year to focus on those relationships that are often overlooked and under-appreciated. Our campaign offers an emotive portrayal of 21st century neighbourhoods – for better or for worse – and asks viewers to consider the people living nearest to them. By encouraging everyone to give just one more gift to a neighbour by way of a thank you or a hello, we can make a small step towards rekindling that sense of neighbourliness in our communities.
“With our constant flow of unique stock and high quality brands at incredible prices, it means that as a gifting destination, we really do have something for everyone and every budget, so there’s no obstacle to giving just one more this year.”