The short film, posted on YouTube on Friday (10 November), follows the story of a granddad giving gifts to his family, including a snow globe for his granddaughter that doubles up as a wintry prize.
It was created by advertising agency Wieden+Kennedy London, which was also responsible for Sainsbury's 2017 Christmas campaign.
Ogilvy PR handles comms for the campaign, which includes a white Christmas experience offered to customers who discover special snow globes hidden throughout TK Maxx stores.
In the UK and Ireland, snow globes will be scattered throughout stores from 17 November, with a second film released on 13 December documenting one winner's experience, which involves having their house and garden covered in snow.
Deborah Dolce, group brand and marketing director at TK Maxx, said: "Our aim was to do something much more exciting than just the traditional Christmas TV ad. We wanted to create a real and magical experience for our shoppers, which is great fun and one in which everyone has a chance to participate. [It's] a snowy version of a golden ticket."
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