TK Maxx delivers new brand platform in festive first work from Howatson+Co

Howatson+Company has launched its first work for TK Maxx, bringing to life a new brand platform in the off-price retailer’s Christmas campaign.

The new campaign and platform come three months after the agency won the creative account for TK Maxx in a competitive pitch process.

Other assets:

Directors cut 45″: TKMAXX CHRISTMAS 45″

Premiering the new platform , ‘Abso-TK-lutely,’, the “Big Brands at Small Prices” campaign features a 30-second spot, which will run across TV, cinema, radio, OOH and social.

The film follows an unlikely hero’s welcome,  as Uncle Simon arrives to his family home on Christmas day. Renowned for his gift giving talents, and with TK Maxx bags in hand, Simon steps out of his car to be greeted by an obnoxious display of festive décor – snowmen, inflatable decorations and puppets – all in celebration of him, rather than that of Christmas or Santa Claus. He opens the door to an eager family, demonstrating how anyone can be the joy of Christmas for their family.

Jeremy Hogg & Richard Shaw, executive creative directors at Howatson+Company said: “This is an exciting first piece of work we’ve done with TK Maxx. It kicks off a new brand platform and tone of voice we can’t wait to help TK Maxx build upon. As for Christmas, we hope the public will like Simon as much as his family does!”

Tony Dunseath, VP marketing at TK Maxx Australia, added: “We believe the new ‘Abso-TK-lutely’ brand platform is both fresh and distinctive. It brings the emotion we want to help complement our promise of ‘Big Brands. Small Prices.’ And, who wouldn’t want a triumphant entrance like Simon’s on Christmas day?”


Client: TK Maxx

Agency: Howatson+Company
Founder/CEO: Chris Howatson
Managing Director: Renee Hyde
Chief Creative Officer: Levi Slavin
Executive Creative Directors: Jeremy Hogg and Richard Shaw
Creatives: Katy Hulton and Elly Pipicello
Design Director: Ellena Mills
Chief Strategy Officer: Dom Hickey
Senior Account Director: Katy Ward
Head of Production: Holly Alexander
Senior Integrated Producer: Josh Mullen

Production Company (Film): Sweetshop
Director: Damien Shatford
Producer: Belinda Dean
Managing Director/Executive Producer: Edward Pontifex
Executive Producer: Greg Fyson
Director of Photography: Aaron McLisky
Production Designer: Sherree Philips
Post Production: Heckler
VFX Supervisor: Jamie Watson
Editor: Jack Hutchings
Colourist: Billy Wychgel

Sound & Music House: Rumble Studios
Executive Producer: Michael Gie
Composer: Adam Moses
Sound Designer: Tone Aston

Casting Director: Peta Einberg Casting

Production Company (Photography): The Kitchen
Photographer: Juli Balla
Producer: Manuela Leigh
Stylist: Aileen Maar
Hair & Make Up Artist: Desiree Wise
Danz Rooney @ Priscillas
Seb Heske @ Kult
Heather Inwood @ Silverfox
Aimee Jin @ Bettina Management

Media Agency: Havas Media Australia


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