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’.