TK Maxx says ‘Yes Way’, launches in local market with ‘improbable’ beach scenarios

International discount retail brand TK Maxx has officially launched in the Australian market with a new marketing campaign showcasing ‘improbable’ activities taking place on Sydney’s beaches used to introduce to proposition ‘Yes way’.

The campaign, which is the first out of 303 MullenLowe since it was given creative, media, digital and PR duties for the brand, is running in line with the opening of TK Maxx’s 35 stores across NSW, Queensland, Victoria and Canberra.

TK Maxx’s 30 second TV ad features a woman walking along a metal pole, a woman surfing fully clothed and umbrella-style kites.