Harvey Nichols latest advertising campaign appears to have created quite a stir recently, with complaints from the moral majority (who mostly live in Daily Mail approved villages, far from Asylum Seekers and falling house prices). But why?
Harvey Nichols is famous for its 'fantastic and exciting Sale', when customers can pick up the most exclusive pieces at much reduced prices. The tongue-in-cheek campaign, illustrated through four different executions, features models striking poses dressed in items from the current Harvey Nichols Spring Summer 2012 collections alongside a line that reads “The Harvey Nichols Sale. Try to contain your excitement”. Tell-tale wet patches on the models’ outfits suggest that they have struggled to do just that. It's funny, on brand - but yet it's still getting a verbal kicking.
A recent Twitter debate was awash with the opinion that the ads insult customers, that Harvey Nichols has become arrogant, out of touch with it's audience, but for me, casual arrogance is a key nuance of the brand. I think it makes sense, it's part of the aspiration a brand like theirs has. More importantly the ads made me laugh and they look beautiful. Judge for yourself, but may I suggest that before you get too angry you remember this: IT'S ONLY AN ADVERT FOR A CLOTHING SALE. Nobody died.