TK Maxx, Every Day Can Be Iconic

Every month we dive into the biggest and boldest campaigns airing across the nation, celebrating the most creatively disruptive and commercially effective work that’s being produced.

For April, it was TK Maxx’s “Every Day Can Be Iconic” that rose to the top, with its fashionable feline showcasing the emotional pull of animals in advertising. It scored an impressive Branded Memorability score of 7.3, placing it in the top echelon (~10%) of advertisers in the UK.

‍

Partnering with the creative geniuses at Wieden+Kennedy London, its quirky twist on a relatable scenario of a curious kitten snooping through shopping bags pulled at all the right levers to grab people’s attention and stir an emotional response (which is a fundamental requirement for all advertising).

But even more impressively, instead of just being remembered as “that ad with the cat”, TK Maxx ensured the brand itself received an equal amount of attention as the fashionable feline.

By establishing the story with an unmistakable bag from TK Maxx, then placing the adorable kitten within a series of fashion-forward settings, the ad’s look and feel were unmistakably for the brand. The result? The retailer occupying prime real estate in the minds of British shoppers.

‍

Curious about how to create advertising that’s impossible to ignore? Check out The Creative Effectiveness Playbook to learn about the nine fundamental ingredients for advertising success.