"There's No Deal Like a TK Deal"

30 August 2023

40s

Know two ways about it.

Remember when Donald Rumsfeld said there were known knowns, known unknowns, and unknown unknowns? Well, almost everyone in this TK Maxx spot knows what the retailer are all about: big brands at small prices.

What starts as a conversation between two friends in a hair salon becomes a zany roll call that tours the world and elsewhere. No one knows how aliens are in the know, but they are… and they love earrings as much as Earthlings do.

If knowledge is power, then agency Wieden + Kennedy and director Jeff Low want to make TK Maxx junkies feel like the most powerful shoppers around. Will FOMO convince the uninitiated to shop in-store or online like the protagonist?

UK

Clothing Retailers