The Devil Wears Prada 2 has once again brought an iconic dialogue to talk about, thanks to Stanley Tucci’s character, Nigel. His witty dig at TJ Maxx caught the attention not only of the fashion world but also of the retailer itself, which later brought the actor in for a fun new ad campaign. This time, though, Tucci seems to be making up for Nigel’s unforgettable comment. 

Now, TJ Maxx may be a hugely popular name in the fashion world, but whether it is much loved or not is a different debate. However, for those who missed out on it, here is why the joke has everyone talking about it.

For those unfamiliar, TJ Maxx is well known for designer bargains. While many shoppers love the retail chain, some in the fashion world have more mixed opinions about it. So, in The Devil Wears Prada 2, when Andy Sachs returns to Runway magazine, Stanley Tucci’s character Nigel, who is the magazine’s art director, takes a subtle jab at TJ Maxx while teasing Andy.

“Look what TJ Maxx dragged in,” he said.

Fans both laughed at and discussed the joke, and later the retailer approached the actor for an ad campaign. As Tucci revealed, they teamed up with Ryan Reynolds’ production company, Maximum Effort, to build the concept and film a video in which Tucci appears to correct himself and introduce a new name for his fashion choice.

“I just thought it was so funny [and] smart. I was like, why not? If you can go to a store and buy designer goods for a lot less and you’re gonna get them in the shop itself, I have no problem with that!” Tucci told The Hollywood Reporter when asked about the collaboration.

In the campaign video, Tucci addresses the chaos caused by his character’s comment and admits that, although he did not write the line himself, he wanted to redeem his image after spending time at TJ Maxx stores. Much to the delight of TJ Maxx shoppers, the actor jokingly calls himself a “Maxxinista” and praises both the collection and the affordable prices. Safe to say, it makes for a clever and effective redemption campaign. 

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As for those mean and funny comments, those were a crucial aspect of Tucci’s character, Nigel, who does not hesitate to put out the bitter truth.

Nigel, who seemed to bring balance in The Devil Wears Prada 2, is an important character. The actor explained that the character had not changed much after all these years, but has several layers to him. That layered personality, along with the character’s hilariously mean one-liners, was a part that the actor looked forward to while filming.

“He has this sort of peripheral vision that most people don’t have. I think that’s why he is so good at what he does. So to be able to jump back into that, and, of course, all of the snarky and kind of mean funny lines … that’s just fun,” he told The Hollywood Reporter.

The evolution of Nigel’s character was also something fans had been eagerly looking forward to. Nigel’s relationship with Miranda remained one of the biggest highlights of the film as well, with Tucci explaining that their dynamic has not changed much. After all, the movie is about the same beloved characters, now trying to adapt to a completely new world after all these years. As for the ad campaign, although Nigel’s opinions are much appreciated, the actor himself quite clearly has a very different stance on TJ Maxx.

What do you think about Stanley Tucci's new ad campaign? Let us know in the comments.