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25 Nov, 2013

A time for giving

Posted by: admin In: Creative Review

Adam&eve/DDB has launched a range of budget products for Harvey Nichols aimed at Christmas shoppers who’d rather treat themselves than their loved ones.

The ‘Sorry I Spent It On Myself’ range, available in stores and online from Wednesday, includes a series of low value gifts in minimal red and white packaging.

Shoppers can purchase a packet of ‘authentic Lincolnshire gravel’ for £1.61:

A ‘genuine’ wire sponge for 96 pence:

‘Real wood’ toothpicks for 47 pence:

A ‘multi-bristled’ toothbrush for 95 pence:

And Christmas lunch in a tin ‘with most of the trimmings’ for £1.89.

A free Christmas e-card will also be available to download for those who’d rather not spend a penny.

The range was created by Richard Brim and Daniel Fisher, creative directors at Adam&eve/DDB. “Harvey Nichols is all about indulgence, so we thought it was only natural to introduce a product range that played right into that,” they said.

An accompanying video, directed by James Day, pokes fun at ads promoting Christmas as a season of goodwill and a time to splurge on others. Set to an instrumental version of Silent Night, it features a sultry voiceover and products shot on white podiums.

It’s the latest in a series of great campaigns for Harvey Nichols by Adam&eve/DDB that eschew festive schmaltz in favour of self-indulgence. Last year, the retailer’s Christmas spot targeted partygoers looking to avoid a ‘same dress disaster’:

And in 2011, it launched an ad highlighting the dangers of the post-Christmas party ‘walk of shame’, encouraging women to shop at Harvey Nichols and turn their morning-after stroll into a stride of pride. The spot received a silver lion at last year’s Cannes Lions festival.

Credits

Director: James Day
Art Director: Richard Brim
Copywriter: Daniel Fisher
Design/Product Design: Alex Fairman 
Producer: Daniel Moorey
Production: Siobhan Squire
Post production: MPC
Composer: Stuart Hancock
Music: SIREN@Factory Ltd

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