TK Maxx taps into nostalgia with Aerosmith for biggest Christmas ad to date

TK Maxx’s biggest Christmas campaign to date tells the story of an awkward teenage boy who is performing Aerosmith’s Walk This Way at a Christmas concert in his local town hall.

Capturing the spirit of making this Christmas feel extra special, the campaign’s theme is ‘Christmas To The Maxx’ and aims to show that a truly thoughtful gift can unleash real joy for the recipient, their family and friends.

The campaign ad starts with a teenage boy called Laurie stepping on stage in his local town hall to play on the organ. At first nervous and playing off-key, he regains his confidence after looking at his designer boots which were an early-Christmas present, performing Aerosmith’s classic song to applause from the audience.

The ad was filmed in Orpington, England and directed by Raine Allen-Miller and is available in four versions – 20, 30 and 60 seconds for TV and two minutes for online.

Deborah Dolce, Group Director at TK Maxx, said: “We want to celebrate what we hope will be a Christmas of joyful optimism - with community, family and fun at its heart. This charming ad is an upbeat, colourful and super-shiny reminder that when you find the right gift for someone, and it’s special to them, the impact and happiness you might create knows no bounds.”

Accompanying support material extends from print to digital, social and a pan-European partnership with TikTok, where people are invited to participate in the #TKMaxxTalentShow.

There is also a charitable tie-in with the campaign called Dance, Donate, Nominate, where people can copy Laurie performing a specially choreographed dance routine, share their own attempt and then nominate a friend or family member to do the same while donating to a charity.

Activated through Instagram and Facebook, all money raised will be matched by TK Maxx by up to £500,000 to help to support disabled and disadvantaged children and young people across the UK, Ireland, Germany, and Poland.