Harvey Nichols shuns the Christmas spirit in latest campaign

Harvey Nichols, the luxury store, has released a campaign encouraging customers to abandon thoughtful giving and spend as much as possible on themselves this Christmas.

The shop has today released a gift collection called 'Sorry, I Spent It On Myself' that includes items such as a water-resistant sink plug for £1.13 and 100 per cent real-wood toothpicks for 47p.

The idea is that consumers treat themselves to nice gifts at Harvey Nichols and then spend whatever is left on their loved ones.

The range of gifts is supported by an online film, which depicts Christmas day in households where one family member has spent all their money on gifts for themselves and bought the cheap presents for everybody else.

Adam & Eve/DDB created the gift collection and online ad. Daniel Fisher wrote the online spot, it was art directed by Richard Brim and directed by James Rouse through Outsider. Rocket handled the media planning and buying.

Julia Bowe, the marketing director at Harvey Nichols, said: "At this time of year, it can be all too easy to get caught up in the spirit of giving.

"We hope that our new 'Sorry, I Spent It On Myself'' gift collection will provide our customers with low-cost gifting options for others that will allow them to spoil themselves that little bit more this Christmas."

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