Harvey Nichols and agency adam&eveDDB once again bring joy to holiday ads.
By Kenneth Richard | The Impressionist
Harvey Nichols has a history of poking fun at gifting, most notably, “Sorry, I Spent It on Myself” from 2013, which won a slew of ad awards for agency adam&eveDDB. This time the retailer and agency have once again partnered to take on the dreaded “gift face,” the face one puts on to offer warm appreciation to loved ones while receiving truly awful gifts. And the results are once again award worthy.
Award worthy for best use of research that is. The new campaign was based on research suggesting 72 percent of U.K. adults admitted to putting on a “gift face” to save the feelings of a loved one—while 63 percent admitted to wearing or using an unwanted gift after the holidays to keep up the pretense. Finally, research that has been put to good use.
The campaign thematically links to the retailers previous campaigns, “Sorry, I Spent It on Myself” and “Could I be any Clearer,” which imply that it isn’t better to give than receive during the holidays. You have to hand it to the Brits for their ability to be lighthearted about he holidays and ad humor to such an emotional season. This is one campaign The Impression didn’t have to put on a gift face to receive.
Agency | adam&eveDDB
Chief Creative Officer | Ben Priest
Executive Creative Director | Ben Tollett, Richard Brim
Copywriter | Jo Cresswell
Art director | Sian Coole
Agency producer | Lucie Georgeson, Brittany Littlewood
Agency digital producer | Marceline Le Gaufey
Planner | Michelle Gilson
Client Services Director | Paul Billingsley
Account Director | Brittany Lippett
Account Manager | Katie Gough
Designer/Typographer | King Henry
Creative Producer | Caroline Tripp
Art Buyer | Daniel Moorey
Media agency | Zenith
Media planner | Tim Payne, Becky Dorfman