Harvey Nichols ads use local models

BMP DDB is using a pair of first-time models in its campaign to promote the opening of Harvey Nichols' new store in Manchester.

The male and female models were chosen in Harvey Nichols' "the best chest in Manchester" talent competition. They will feature on 48-sheet and six-sheet posters and press executions.

In one of two ads, a woman in a dress is shown with her breasts resting between the letters "Man" and "er", to make the word "Manchester".

In the second execution, the chest of a toned man in a stylish open-necked shirt completes the word.

Patrick McClelland and C Morgan, who art directed and wrote the campaign, said: "The client grabbed the opportunity with both hands, giving the campaign a local feel by using models living near the new store."

A radio campaign, running in the Greater Manchester region, will aim to demonstrate how the local population will be affected by having easy access to a store such as Harvey Nichols.

Media planning and buying was by Rocket Media.

Earlier this month, Harvey Nichols unveiled a campaign to promote its annual summer sale, featuring must-have designer items being torn apart by frenzied bargain hunters.