By Kenneth Richard | The Impressionist

Following on their stellar ‘Sorry I spent it on myself’ ad campaign of last holiday season, Harvey Nichols plays the selfish card literally this season with their ‘Could I be an clearer?’ campaign. The campaign is a wink at undesirable gifts and the pursuit of getting what one wants with a little help from Harvey Nichols deceptively traditional holiday cards.

In the video by adam&eveDDB London and director Eric Lynne, we see a young woman eyeing her previous lackluster gifts from her dear Auntie Val, who loves her but misses the mark when it comes to gift giving. Her solution comes in the form of a Harvey Nichols holiday card, which in no uncertain terms explains to her aunt to buy her “a pair of Charlotte Olympia silver Octavia sandals.”

The campaign features a series of five tongue-in-cheek holiday cards which can be purchased as a box set or fabricated on Harvey Nichols website and sent as an e-mail. Cards open with traditional holiday saying we’ve come to expect but then take sudden turns such as “Silent night . . . will become the silent treatment if . . .”

While the campaign doesn’t have quite the same humorous appeal or as many touch points as last seasons campaign, it does leverage technology in a charming and conversational way and is something for many retailers to take a look at. Harvey Nicolas has certainly found a new bent on the Christmas Spirit playing to those that belong on Santa’s naughty list. Perhaps next year they will play with how naughty can sometimes be nice.

 

 

 

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Advertising Agency | adam&eveDDB, London, UK
Creative Directors | Ben Tollett, Emer Stamp
Creatives | Alex Lucas, Jon Farley
TV Producer | Charles Woodall
Edit | Cut + Run
Editor | Ben Campbell
Producer | Kirsty Oldfield
Post | Framestore
Colourist at Framestore | Simon Bourne
Production company | Partizan
Director | Eric Lynne
Producer | Ella More O'Ferrall
Production Manager | Natalie Wetherell
Production Assistant | Nu Nevzat
1st Asst Director | James Dyer
Director of Photography | Tim sidell
Art Director | Anna Rhodes
Stylist | Sara Sensoy
Hair & Make up | Carol Hart