At the heart of the campaign is a video devised by the creative team at TK Maxx with film company Quiet Storm.
The video, which plays to the soundtrack of Otis Reading's take on White Christmas, calls on viewers to reach out to their neighbours and give them an extra gift this Christmas.
The film culminates in scenes of people taking the seemingly big step to knock on their neighbour’s door to present them with a surprise gift as a way to say hello, thank you or spread some Christmas cheer.
TKMaxx Christmas 2015 TV Advert
The couple upstairs. The lady next door. Sue and Pete (or is it Paul?) from number 44. They might not be your dearest, but they are your nearest. So this Christmas, let’s get into the festive spirit. With magical gifts for less, why not give just one more? Spread a little TK Maxx in-store and online: http://bit.ly/20nY2ZiPosted by TK Maxx on Monday, November 2, 2015
The role of PR and social is to bring the creative platform #LoveYourNeighbour to life in the real world with news stories on the subject of neighbourliness, shared across TK Maxx's media channels.
Alongside this, the retailer will be offering gift inspiration available to shoppers, reflecting its tag line 'there is something for everyone at TK Maxx'.
Deborah Dolce, group brand and marketing director, TK Maxx, said: "It’s very normal for consumers to see heart-warming messages about close friends and family from big brands and retailers at Christmas time. We’ve taken a very deliberate step beyond that this year to focus on those relationships that are often overlooked and under-appreciated.
"Our campaign offers an emotive portrayal of 21st century neighbourhoods - for better or for worse - and asks viewers to consider the people living in their own streets. By encouraging everyone to give just one more gift to a neighbour by way of a thank you or a hello, we can make a small step towards rekindling that sense of neighbourliness in our communities."
The advert airs online across video-on-demand channels today and on TV screens on 15 November.
TK Maxx handed its European PR brief to Ogilvy in June, after parting ways with FleishmanHillard.