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Campaign Review: TK Maxx, Myer, Big W and Target get festive

Welcome to Campaign Review: Christmas Edition. Each week, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns. This week, Mumbrella asked experts from POLY and Connecting Plots to share their thoughts on the festive works from TK Maxx, MYER, Big W and Target.

Brand: TK Maxx

Campaign: Big Brands at Small Prices

Agency: Howatson + Company

The verdict: Fun and quirky TVC

Peter Galmes, creative director at POLY, gave it a 7/10, saying:

The new brand platform is really fun and delivers on TK Maxx’s premise. The film is quirky, simple and has a great song that helps elevate it above the more generic holiday season ads. I look forward to seeing where this new brand platform goes and hope the team can take it to even quirkier places.

In the spirit of the holidays, I will give this 7 out of 10 snowmen.

Dave Jansen, creative partner and co founder at Connecting Plots, gave it a 7/10, saying: 

I like how this talks to the self-serving, almost selfish reality of Christmas. People like getting presents. And there’s always someone who brings the goods year on year. That makes it different – which will work I think. The link to TK Maxx is unapologetic and the execution is memorable, if you see it on TV… A musical led idea doesn’t hold up in social or sound-off channels.

Brand: MYER

Campaign: Let the Season be the Reason

Agency: Clemenger BBDO Melbourne

The verdict: Well executed, but perhaps not distinctive enough

Peter gave it a 6/10, saying: 

Myer and Clems always seem to push the holiday season creatively, I loved the Naughty or Nice Baubles and the integrated work around that campaign. But I feel this time it falls a little further away from the pine tree. The spot is fun but could have been pushed a little but more.

And a comment on the out of home roadside execution. As someone who works in out of home every day, consumers only have 1 to 2 seconds to read roadside billboards, so we would recommend 4 to 5 words max, so the highway billboard might be a tad too wordy.

6/10 sparkly baubles for Myer.

Dave gave it a 5/10, saying: 

I struggled to find something relatable in this one unfortunately. I also didn’t know Christmas had lost its excitement? The execution is well put together but it lacks emotion. Also, there isn’t anything distinctly Myer. I’m not sure it’ll stand apart or be remembered. Maybe they needed Daniel Craig? Some of the headlines in OOH bring a bit more attitude.

Brand: Big W

Campaign: Santa Hands

Agency: M&C Saatchi

The verdict: A story that captures the magic of Christmas, but mixed feelings on the out of home executions.

Peter gave it an 8/10, saying: 

Big W and team have made some magic with the out of home special builds. The dressed up Big Pineapple and the Big Guitar in Tamworth are both great extensions to the core idea. The TVC is a really cool concept and lets the creative idea get quirky. The production is strong as well.

8/10 tinsel garlands.

Dave gave it a 7/10, saying:

This perfectly captures the wonderment of Christmas and you can’t go wrong with storytelling. The filmmaking is lovely. I did a bit of digging to see how it came to life in other channels and can’t find it anywhere. It looks like they’re only using social for performance / retail. Would have been interested to see how this kind of storytelling could come to life in other channels. The PR component / stunts with the Big Pineapple feels like an afterthought.

Brand: Target

Campaign: A Christmas to Love 

Agency: AJF Partnership

The verdict: Fun and Christmassy but lacks cut through

Peter gave it a 5/10, saying: 

The most straightforward of the Christmas collection, this spot leans into gift givers and the behaviours around them. The second TVC with the kids is my preferred, being a tad more interesting, but it feels like this could have been extended creatively to cut through all the holiday glitter on our screens right now.

5/10 holiday wrapping paper rolls.

Dave gave it a 7/10, saying:

This is fun and doesn’t ask too much of the audience. Some relatable moments in there that will connect with people for sure although it isn’t overly memorable. Feels like it works inline with the rest of the comms Target does. Would have been interested to see how it comes to life across more channels.

As told to Kalila Welch. If you’re a senior creative or strategist who would like to take part in a future Campaign Review, please email Kalila at kwelch@mumbrella.com.au.

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