The goal of this campaign was to drive women age 25 to 54 to shop at T.J. Maxx.

We started with the insight that shoppers can’t help but brag about the incredible deals found at T.J. Maxx. It’s a phenomenon everyone experiences: spend $200 on designer pants and you’ll never tell a soul, but score those same pants for just $80, and you tell anyone within earshot.

We exaggerated these savings outbursts, made them awkwardly inappropriate, and branded them “Maxx Moments”. The results were humorous renditions of an elementary school story time, an airline safety speech, and a wedding toast.