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.