TK Maxx wins the May/ June Thinkboxes award with "Would Anyone Shop at TK Maxx?"

The quirky, upbeat film is designed to challenge the audience to re-think any prejudices they might have about the TK Maxx brand.

Featuring a series of surreal images - including a talking horse and a woman powering a speedboat with a hair dryer - the ad articulates one of the brand’s key points of difference.

TK Maxx is a different sort of retailer and this campaign is about the central concept of our model – that ‘ridiculous possibilities’ are afforded to our shoppers precisely because of the way we do business," says TK Maxx group brand and marketing director Deborah Dolce.

The retailer's lack of frivolous in-store perks – like complimentary lattes, atmospheric lighting and fancy wrapping – are just "the small prices you pay, to pay the small prices you pay for big labels", according to the ad’s end line.

Adam & Dave directed through production company Bold.

Dolce Deborah

'Why would anyone shop at TK Maxx?' is a conversation that happens at pubs and dinner tables around the country which we are delighted to bring to life.

Deborah Dolce Group Brand & Marketing Director, TK Maxx

Creative agency: Wieden & Kennedy Creative team: Hollie Walker, Freddy Powell, Mark Shanley, Paddy Treacy, Tony Davidson, Iain Tait Client: Cat Funk Production company: Bold Director: Adam & Dave

Other ads on the podium

Finish "I Love Doing Dishes"

Finish asserts its drudgery-busting credentials with this musical pastiche in which everyone bursts into song about how much they love washing dishes by hand. Our protagonists grin through absurd scenarios involving wrinkly hands, accidents with knives and flooded kitchens, before succumbing to a pair of yellow gloves that pump themselves up until they explode. The moral? “Leave dishwashing to the dishwashers.”

  • Creative agency: Wieden & Kennedy
  • Creative team: Tony Davidson, Iain Tait, Carlos Alija, Laura Sampredo, Bertie Scrase, Christen Brestrup
  • Client: Faisal Waheed
  • Production company: Friend
  • Director: Ian Pons Jewell

M&S "Spend it Well"

This is a departure for Marks & Spencer – a move to unite its food and clothes offerings under one tagline, the unifying factor being quality of life. In this spot, set to a cover of David Bowie’s Rebel Rebel, we discover that “Spend it Well” is about grabbing life, wearing your best coat, breaking out the best biscuits, saying no to food that doesn’t take you to extraordinary places and never settling for uncomfortable knickers.

  • Creative agency: Valenstein & Fatt
  • Creative team: Vicki Maguire, Thom Whitaker, Danielle Noel
  • Client: Rob Weston
  • Production company: Riff Raff Films
  • Director: François Rousselet

Also shortlisted

Pride in London "The Apology"

The organisers of London’s Pride Parade and Festival developed this campaign to mark the 50th anniversary of the Sexual Offences Act’s partial decriminalisation of homosexuality, while delivering a positive and inclusive rallying cry. The theme of the campaign is “Love happens here”, and the message is that it’s never too late to find reconciliation and understanding.

  • Creative agency: WCRS
  • Creative team: Ross Neil, Orlando Warner, Joe Miller, Tian Murphy, Charlie Gee
  • Client: Iain Walters
  • Production company: Pulse Films
  • Director: Fred Scott

Uber "Effortless Night"

In its first UK TV campaign, Uber shows a stylishly choreographed version of a couple’s epic first night out. Set to Elvis’ You’re the Boss, the pair transition seamlessly between gig, nightclub, food stall, bowling alley and romantic cityscape by tumbling in and out of Uber cars, thus illustrating how the service helps generate endless possibilities “Anywhere, effortlessly”.

  • Creative agency: BBH London
  • Creative team: Ian Heartfield, Raymond Chan, Simon Cenamor
  • Client: James Peach
  • Production company: Somesuch
  • Director: Kim Gehrig

Click here to see who won the previous award

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