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Harvey Nichols winter ‘Britalia’ campaign steals Italian style – and they are not happy about it

Department store Harvey Nichols is underlining its luxury Italian offering by showing just how Italians feel about the fashion, food, drink and beauty products that define the nation being sold by a UK outlet.

The film repurposes a scene from a Luigi Pirandello play ‘As You Desire Me’, showing the passionate leads subtitled to create the illusion that they are in fact angry about Harvey Nichols’ Britalia campaign. The retailer assures The Drum “The English subtitles bare no relation to what is being said in Italian in the film”.

The outlet’s first global campaign from adam&eveDDB shows the leads plotting revenge against “thieving rats” Harvey Nichols”, adding humour and strong brand messaging into the mix.

Shadi Halliwell, creative and marketing director at Harvey Nichols, said: “There could be no better time to celebrate Italy. All aspects of Italian culture are experiencing a renaissance and our recent sales data show that Italian products are the gifting items our customers turn to.

“We’re delighted to be celebrating ‘Britalia’ and expanding our Italian fashion, food, drink and beauty collections to provide our customers with the most stylish edit of luxurious gifts.”

The Christmas advertising campaign launched on social media on Thursday 3 November and in print and outdoor on Wednesday 9 November.

View more of this year’s Christmas advertising campaigns here.