"Lil' Goat"

3 November 2020

30s

All dressed up and nowhere to goat.

A CG goat spearheads TK Maxx’s Christmas 2020 campaign, and, like many, she’s had a tough year. While some would rather hide in a barn than contemplate the festive season, she unleashes a garish new outfit on her fellow farm animals. According to her proud owner with a tear in his eye, "she bloomin' well deserves it".

Evoking Three's Shetland pony (also made by Wieden + Kennedy), it's an unashamedly silly plug for the brand who still want viewers to treat themselves and others this winter - depleted social calendars be damned. Yet with stores likely to remain closed for the foreseeable future, this is also a serious bid for online business on an unprecedented scale.

UK

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