The spot, which will air on terrestrial TV from November 12 in 40-, 30- and 20-second slots, features “a daredevil… on a very specific mission: to gift like he’s never gifted before”.

The retailer partnered with creative agency Wieden+Kennedy London on the advert, which features a skier going “off-piste on an Alpine adventure to gift different”.

The full 60-second as will only be available to watch online.

TK Maxx group brand and marketing director Deborah Dolce said: “Our advert taps into something we know a lot of people dread; giving or receiving dull or predictable gifts. This Christmas we celebrate the ‘ridiculous possibilities’ world of TK Maxx and the exciting collection of gifting treasures to be found. The ad is a humorous metaphor encouraging people to take a more daring route to finding more exciting Christmas presents.

“Our TK character puts the fun and adventure back into Christmas shopping, showing that you can find unique and special gifts with us we hope he will raise some smiles along the way too.”