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TK Maxx criticises its own stores in a new campaign
UK – The ad takes an honest approach to communicate the trade-off between price and retail experience.
The film, created by Wieden + Kennedy and voiced by actor Bill Nighy, pokes fun at the less desirable aspects of the discount retailer’s in-store shopping experience.
The narrator opens with the question: ‘Why would anyone want to shop at TK Maxx?’. He then lists a series of quirks related to the TK Maxx in-store experience, such as not offering customers ‘complimentary lattes’ and the stock being ‘a little haphazard’ and ‘unpredictable’. However, he re-assures viewers, these are ‘the small prices you pay, to pay the small prices you pay for the big labels in TK Maxx’.
The Big Picture
- As LS:N Global examined in our coverage of World Retail Congress 2017, off-price retailers such as TK Maxx are disrupting the apparel market
- Rather than appeal to all consumers, the brand has adopted a frank and honest tone to communicate its perceived faults in a humorous way. Read our Backlash Brands macrotrend to see more brands that refuse to toe the line
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