David Reviews | TK Maxx’s ‘Frozen Fashion’ receives Pick of the Day

Time stands still for a woman in TK Maxx’s newest spot. She stares at her phone in the middle of a busy café, pupils dilating and sound dulling around her as she becomes mesmerised by whatever is on her screen.

The action in her surroundings slows to a crawl throughout the sequence, giving us fascinating snapshots into other characters’ lives. Playing cards and roses fly across the screen, an elderly couple snogs, a lonesome bride pushes back her veil in order to eat. A businessman swinging a pink tie around his head offers a particularly nice background laugh.

The final reveal – that T K Maxx’s new website is the cause of all the fuss – repeated several times. It’s for comic effect, but it also means viewers are left with the news burned into their brains by the film’s end.

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