This year’s Harvey Nichols ad takes the slightly less traditional route encouraging customers to be unreasonably selfish and spend less on their loved ones in order to spend as much as possible as themselves.
The campaign, created by adam&eveDDB, centres around a new product range – ‘Sorry I Spent it on Myself’ – which was conceived and designed by the agency and will be sold in store from today (27 November).
The unconventional gift collection features Ultra Low Net Worth (ULNW) presents such as a Water Resistant Sink Plug for £1.13, 100 per cent Real Wood Toothpicks priced at 47p and Authentic Lincolnshire Gravel costing £1.61. The range even includes a Christmas Lunch in a Tin (with most of the trimmings) that will set you back just £1.89.
The supporting online film directed by James Rouse shows people’s less than enthusiastic reactions to the gifts from their impeccably dressed gift-givers. The campaign will also feature across shop windows and in-store displays, with a downloadable Christmas card from the Harvey Nichols website also available.
“At this time of year it can be all too easy to get caught up in the spirit of giving. We hope that our new 'Sorry, I Spent It On Myself' Gift Collection will provide our customers with low-cost gifting options for others that will allow them to spoil themselves that little bit more this Christmas,” said Julia Bowe, marketing director at Harvey Nichols.
Richard Brim and Daniel Fisher, creative directors at adam&eveDDB, added: “Harvey Nichols is all about indulgence, so we thought it was only natural to introduce a product range that played right into that.”
A social media campaign using the hashtag #SpentItOnMyself will also run during the festive season.