TK Maxx launched its 2013 Christmas campaign, ‘The Moment’, on national television last week.

The new campaign continues the retailer’s theme of individuality in this year’s spring and autumn campaigns, with a celebration of that very special moment when you receive a unique gift you know has been chosen with great thought and care.

View the full ad here:

With human emotion at the heart of the campaign, the tv ad has been directed by award winning film and television drama director, James Strong, whose credits include the highly acclaimed BBC drama Broadchurch, to capture that ‘moment’. This is James’ first tv ad.

“It was a great thrill to be asked to shoot this film. For me, the challenge was to capture the ‘moment’ in as real and truthful way as possible. We worked very hard at creating the right atmosphere on set, where the cast could completely capture and express the most powerful and believable emotions as possible. I was beyond excited with the results we achieved,” said James.

The Moment is set to a special arrangement of the 1982 Yazoo hit, ‘Only You’, created by a 30 piece string orchestra and recorded at the iconic Abbey Road studios in London.

“Behind all the glitz and glamour of Christmas, we wanted to get to the heart of gift giving and convey the pure joy that comes from finding the perfect gift for someone special – a gift that is as unique as they are,” said Director of Brand and Marketing, Deborah Dolce.

“Our aim was to show people that these are the best gifts. We hope people will love the way we have brought this very touching and unique moment to life,” she said.

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