David Reviews

 Biting the hand that feeds us since 2002.

T K Maxx
"Why Shop at T K Maxx?"
60s
11 May 2017
UK Clothing Retailers

Why would anyone want to shop at T K Maxx? Who would brave the jumble sale of tat and treasure to see what discounted gems are buried under a mountain of last season's designer socks and mysterious kitchen implements?

This stylish ad answers those questions with aplomb, acknowledging the haphazard nature of the stores with enough panache to suggest it's a virtue rather than a flaw. After all, how will you come across that one of a kind discounted dress if it's not buried amongst the pots and pans you came to look at?

There are some nice verbal gags here and the visuals are just as slick, with a series of surreal images (playing tennis with a frying pan, a grand piano on a tiny island, a talking horse in a bright yellow living room) showcasing the quirky array of products available. Excellent stuff from W+K and directing duo Adam & Dave.

McDonald's
"Office"

Rob said:

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T K Maxx
"Why Shop at T K Maxx?"
60s
11 May 2017
Why would anyone want to shop at T K Maxx? Who would brave the jumble sale of tat to see what gems are buried under a mountain of last season's designer socks and mysterious kitchen implements? This stylish ad answers those questions with aplomb, acknowledging the haphazard nature of the stores with enough panache to suggest it's a virtue rather than a flaw.

T K Maxx
"Maisie Williams"
20s
3 Mar 2017
Game of Thrones' Maisie Williams fronts T K Maxx's annual Red Nose Day t-shirt campaign. This energetic ad features the actress playfully modelling the different shirts - designed by Rankin - to the Sugarhill Gang's 'Apache'. Previous spokespeople for the campaign have included Lily Allen and Kate Moss, and Williams seems a smart choice to appeal to a similarly trendy demographic.

T K Maxx
"Sing-Song"
50s
7 Nov 2016
Film fans were recently hit with the news that Quentin Tarantino’s next two films will likely be his last. To soften the blow, T K Maxx’s Christmas ad pays tribute to Pulp Fiction with an unorthodox a cappella rendition of the movie’s signature tune, ‘Misirlou’. Before everyone has a chance to recite Vincent Vega and Jules Winnfield’s ‘Royale with cheese’ scene, the ad’s oddball choir steals the show.

T K Maxx
"Space Station"
30s
10 Sep 2016
A woman in T K Maxx's health and beauty department striking eye for a bargain leads her to join the space programme. Forget about exploring new planets or establishing contact with aliens - this crew's mission is all about looking and feeling fabulous. The zero-gravity visuals are impressively realised, while Katherine Parkinson's VO maintains the retailer's carefree spirit.

T K Maxx
"Biker Jacket"
30s
3 Sep 2016
T K Maxx has captured the frisson associated with a new and unexpected purchase throughout this campaign with a variety of eye-catching scenarios, and this ad maintains the sophisticated silliness with a woman taking motorcycle stunts to new levels of chic. As if the addition of a designer dress and a biker jacket to her wardrobe wasn't enough, the latter inspires her to add some two-wheeled thrills to her Tuesday afternoons.

T K Maxx
"Weekend Bag"
30s
31 Mar 2016
T K Maxx once again invite customers to think beyond what they've jotted down on their shopping list with another helping of visual absurdity. While this chap initially desired only a spatula from his visit to the store, his purchase of a weekend bag whisks him off on an unexpected sojourn along the coast... and one which leads to a whole new definition of 'weekending'.

T K Maxx
"Airbed"
30s
31 Mar 2016
A seafaring follow-up to T K Maxx's 'Ridiculous Possibilities' launch features the relaxing sight of a woman drifting away on an airbed complete with duvet set. Via VO, she explains how a trip for some shampoo ended with her lugging more to the checkout counter than she previously anticipated - illustrating just how varied the store's goods are. Nice cameo from a curious seal, too.

T K Maxx
"Ceiling"
30s
23 Mar 2016
Wieden + Kennedy's work for T K Maxx gets off to a bouncy start with this surreal slice of fun starring... well, a pair of legs dangling from the ceiling. It's not a bad way to grab the audience's attention from the off. In fact, it's brave to wait a few seconds until we're given an explanation for this fleshy chandelier.

T K Maxx
"Love Your Neighbour"
60s
3 Nov 2015
T K Maxx has subtly gone about bolstering their reputation as the home for canny fashionistas this year, but now that the season of goodwill is here, they turn their attention to how we can treat our nearest and dearest. In a charming twist, all the attention is on the former - our neighbours. The retailer encourages us to overcome hesitance by treating our neighbours with a small festive token.

T K Maxx
"Ailsa"
20s
14 Oct 2015
Quirky doc Ailsa likes to pop into TK Maxx on the off-chance she'll find something to match her style... and she usually does. These shorts spots are quite effective when there's a few of them, frequently used; and they do a good job of reinforcing the message that TK Maxx is something of a treasure trove.

T K Maxx
"Ahmed & Kimberly"
30s
25 Sep 2015
Ahmed and Kimberly are a pair of hip young people who shop at T K Maxx... and that's all you need to know really. The charismatic duo are shown wearing a number of fashions available from the retailer as they talk about the possibility of choosing clothes for one another in a series of vignettes which have been classily shot.

T K Maxx
"Jack, Music Researcher"
20s
1 Oct 2015
Music researcher Jack is a big believer in saying yes to stuff, which is great news for TK Maxx as he reckons the store is "great for throwing new kinds of stuff at you". He's happy to buy things from there that he wouldn't normally wear - the implication being that its low prices mean you can be a bit impulsive and daring; something he demonstrates by jumping fully clothed into a pool.

T K Maxx
"10 Customers"
40s
26 Mar 2015
Once again the song 'Sunny' adorns a piece of advertising - we're beginning to think a bunch of copies have been sat in the top of the bargain bin at HMV. In this film, we're told that ten customers have been given an entire new wardrobe by the retailer but no reasoning is offered as we see them joyfully trying on their freebies while touring Britain in a minibus.

T K Maxx
"Red Nose Day"
20s
1 Mar 2015
Irrepressible Lily Allen parades prettily in a variety of costumes in this Comic Relief-related film for T K Maxx. The pop superstar seems to have shaken off the cynicism with which she was once associated in favour of a more carefree image and - in that mode - she has the perfect personality for this message.

T K Maxx
"You. By Me"
20s
5 Nov 2014
Solomon Burke's Everybody Needs Somebody to Love brings a bit of zest to this Christmas offering for T K Maxx which has its action divided across a split screen. There's a game effort to create interactions between the two halves of the screen but it feels like this needed a bit more commitment and a larger canvas.

T K Maxx
"Real Shoppers Layer Up"
30s
3 Sep 2014
This is a great little ad. Starting off with a group of people in their underwear, it shows them being 'layered' in clothes in readiness for autumn. Said fashionable items are - needless to say - available from the advertised retailer and they actually look all right with a decent range on show. It's a good example of advertising that captures your attention and then rewards you for bestowing it.

T K Maxx
"Me By Me"
20s
30 Mar 2014
What's your me by me? What indeed? A good deal less attention-grabbing than the ad that launched this notion, this hope to arouse us into making our own contributions to this conceit via social media. So if you want to try defining yourself in 140 characters or fewer then you know where to go.

T K Maxx
"Me, By Me"
90s
19 Mar 2014
This is a great ad, very well made. We're familiar with the concept of using real people in ads rather than actors or models, but this really does make you think. These ordinary people - who, it appears, have auditioned to be involved - are filmed and photographed wearing clothes from the discount retailer - and in watching this, you wonder why on earth the fashion industry has so zealously used models when this group looks so naturally right.

T K Maxx
"The Moment"
60s
7 Nov 2013
TK Maxx focus their Christmas ad on the moment someone realises the significance of the gift chosen for them. Filmed in slow motion, it captures the way we anxiously watch to see if our present has been received in the right way; whether the in-joke or revelation of love registers on their face.

T K Maxx
"A Word to the Wise"
40s
7 Sep 2013
This is so nearly a really hard-hitting ad. It's stylish and sassy and full of quirky yet real individuals... but doesn't drive home the retailer's USP as strongly as it should. The true thrill of TK Maxx is the discovery element - rummaging to find those designer gems and more at a fraction of their original price, and which you bagged before anyone else.

T K Maxx
"Do Your Thing"
40s
23 Mar 2013
TK Maxx ups the funkiness levels with this ad that tells us: "love your style... respect your money". Hip young things get on down, golden oldies shake their booty and break-dancing children do the caterpillar in fashions that are very nearly this season but have 60% off. Even a dog get in on the act, although it appears in nothing but its furry birthday suit.

T K Maxx
"Try A Little Tenderness"
60s
10 Nov 2012
This is going so well until the voiceover kicks in. Praise where it's due... lovely footage... great song choice but the voiceover is so incongruous that it's like someone standing up in a cinema to explain what's happening on the screen in front of your very eyes. Re-edit it fast... there's time to salvage this.

T K Maxx
"Street Styles"
40s
8 Sep 2012
This stylish looking commercial for TK Maxx showcases some of the unusual fashions available from the retailer. It's the style of photography that ought to be known as 'gritty lite' as it has the mannerisms of a scene from The Wire combined with the kind of fashions usually used to suggest eccentricity in a British soap opera.

T K Maxx
"Tribute"
60s
24 Mar 2012
This attractively filmed tribute to the people who take advantage of the advertised retailer is augmented by rhyming copy. Regular readers will be aware that DAVID feels that it rarely goes well when copywriters reaching for the rhyming dictionary and the best that can be said here is that the poorly constructed verse doesn't entirely ruin the commercial.

T K Maxx
"Just Imagine"
30s
7 Nov 2011
"Imagine the sort of Christmas you could have at TK Maxx for up to 60% less." Ummm, okay... we're imagining it and it's not pretty. But we stay tuned nonetheless and discover that this ad is not imagining some kind of dystopian hell but a less expensive version of a normal Christmas.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.