My YouTube ad of the week: Amy Kean, MPG Media Contacts

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Amy Kean reviews Harvey Nichols

Amy Kean, head of consumer innovation, MPG Media Contacts

Why I like this

Three different people sent me this video before Christmas. I’m assuming it’s because they know how much I find such situations incredibly alien, laughable and are aware of my disdain for shiny, gold prom dresses…

This ticks all the viral boxes – more than most I’ve seen recently. It was jolly controversial – just the right side of "edgy" to be totally relevant for the medium. Whether we like it or not, it’s based on a genuine human behaviour.

This even made it on to Woman’s Hour. A viral video becoming the topic of conversation in broadcast media? Bingo! Even #walkofshame, used more than 700 times, worked.
It also wonderfully reinforces the Harvey Nichols luxury positioning, encouraging ladies to strive for a little more class during the festive season.

Wish I had thought of

Good viral advertising isn’t just about getting lots of views. Good viral advertising resonates with people and gets them talking. It shocks some and pleases others, and it takes risks. And I hope it’s not just because I work in advertising that, after watching the video, I was compelled to take my first-ever trip to Harvey Nichols.

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Credits

Brand

Harvey Nichols

Task

Demonstrate Harvey Nichols’ womenswear range for the festive party season

Execution

A range of women in revealing party clothes and heels are caught on film making their way home the morning after the night before. Viewers are encouraged to “avoid the walk of shame this season” as we see a woman also returning home who is well-dressed enough to hold her head high and chat to the postman.

Credit

DDB UK.

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