TK Maxx launches Christmas 2020 TV advert

TK Maxx's Lil' Goat
TK Maxx's Christmas 2020 Lil' Goat

TK Maxx has launched the first big-scale TV Christmas advertising campaign of 2020.

The 30-second ad features a beret-wearing goat, strutting across a snowy Welsh landscape in a stylish outfit.

The retailer said in a press release: “After the year we’ve had, everyone deserves to feel special this season. And that includes everyone in our lives, even pet goats. Join our Lil’ Goat as she struts her fabulous fashion stuff in the snow, looked on adoringly by her proud parents, who bought her these wonderful gifts. How festive”.

The advert, which will air on TV on from Wednesday 5 November, pays reference to the Coronavirus pandemic, acknowledging the “very heard year”.

Created by Wieden & Kennedy London, the adverting campaign will run in the UK, Ireland, Germany, Austria, the Netherlands and Poland, with video, print and social media activity.

Deborah Dolce, Group Brand and Marketing Director at TK Maxx, added: “We wanted to recognise the difficult year that we’ve all had and at the same time offer a bit of joyful optimism.

This charming ad is a playful reminder that the gift of giving is really special and can bring such sweet pleasure to all. We have hundreds of local stores across the country, plus TKMaxx.com, and we are placing a great emphasis on two simple things this Christmas: safety for our shoppers and staff, plus an amazing selection of unique gifts at really affordable prices.

“We think everyone deserves something carefully picked with love – this year of all years.

In September, it was announced that TK Maxx now has a larger market share in the UK fashion market than Sir Philip Green’s Topshop.