“After the year we’ve had, everyone deserves to feel special this season. And that includes everyone in our lives, even pet goats.” This is the idea behind the TK Max Christmas 2020 ad, which introduces a little goat as the protagonist.
The spot features the small animal strutting in the snow, clad in designer clothes, bought for her by her parents, a couple of farmers who are watching her from the farmhouse window. It turns out it was Gary, the husband, the one who purchase the outfit because “she’s had a rough year”. “She bloomin’ well deserves it if you ask me,” he also argues.
The advert, narrated by Bill Nighy (the British actor who has served as voiceover in TK Maxx ads for the past four years), ends with the Lil’ Goat being looked at and admired by her fellow sheep. The retailer’s Christmas tagline, “Delivering Big love at Small Prices,” also flashes across the screen.
The soundtrack is provided by “The Game Remix” by Gabriel Garzon Montano, feat. Junglepussy.
Deborah Dolce, group brand & marketing director at TK Maxx, said in a press statement that they wanted to “recognize the difficult year that we’ve all had and at the same time offer a bit of joyful optimism”. “We have hundreds of local stores across the country, plus TKMaxx.com, and we are placing a great emphasis on two simple things this Christmas, safety for our shoppers and staff plus an amazing selection of unique gifts at really affordable prices,” she also said.