London – Harvey Nichols features some of its most light-fingered customers in a tongue-in-cheek campaign promoting its new loyalty app.
The online spot uses real CCTV footage of shoplifters, whose identities have been concealed, surreptitiously helping themselves in-store and then being caught in the act. At the end of the advert, developed by agency Adam & Eve/DDB, viewers are directed towards Harvey Nichols’ new rewards app, which carries the strapline Love Freebies? Get Them Legally.
The ad continues a long tradition at Harvey Nichols for edgy yet humorous advertising, starting with its award-winning 2013 campaign, Sorry I Spent it on Myself.
The Big Picture: In the pristine world of luxury it is rare for a brand to explore the darker side of retail. For more on how brands are breaking free of industry stereotypes, book your place at Beyond Borders, our Autumn/Winter 2015 Trend Briefing.