Harvey Nichols pushes summer sale with incontinent models
By Matthew Chapman, campaignlive.co.uk, Tuesday, 12 June 2012 11:00AM
Harvey Nichols' summer press campaign features models who appear to have wet themselves in excitement about the store's seasonal sale.
The tongue-in-cheek campaign, created by DDB UK, features four different executions with models striking poses dressed in items from the current Harvey Nichols Spring Summer 2012 collections.
The creative's text states, "The Harvey Nichols Sale. Try to contain your excitement" and there are wet patches on the groin area of the models' outfits.
Julia Bowe, group press and marketing director, at Harvey Nichols said: "In the past we’ve experienced everything from customers camping outside the store overnight to be at the front of the queue, to fierce tussles between over-zealous bargain-hunters on the shop floor.
"In humorous reaction to the often-irrational excitement sale time engenders, we have developed this campaign to capture this near-fanatical spirit."
The sale launches tomorrow (13 June) and will feature brands include Alexander McQueen, Alice + Olivia and Charlotte Olympia at prices reduced by up to 70%.
Jeremy Craigen, executive creative director at DDB UK, said: "I wet myself when I saw this idea. That says it all really."
Last Christmas the retailer ran a viral campaign featuring women heading home on the "walk of shame".
Creative was handled by Craigen, and the creative team of Nikki Lindman and Toby Brewer.
Rocket was the media agency, while Alan Clarke was the photographer.
Follow Matthew Chapman at @mattchapmanUK
This article was first published on campaignlive.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Account Director Stopgap £44000 - £48000 per annum, London
- Junior Marketing Executive Stopgap £20000 - £23000 per annum, London
- Five black Pencils awarded at D&AD 2015
- Diageo and BBH end 15-year relationship
- Networking is never easier than in the queue for the toilet
- Campaign Viral Chart: True Detective trailer in number one spot
- Is The Net Set a welcome addition?
- Vizeum on alert as 21st Century Fox review includes £150m European media