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Creative Award
New York, United States
Harvey Nichols - "Sorry, I Spent It On Myself" by ANDY Awards 2014

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TitleSorry, I Spent It On Myself
Agency
Campaign Sorry, I Spent It On Myself
Advertiser Harvey Nichols
Brand Harvey Nichols
Date of First Broadcast/Publication 2013 / 11
Business Sector Department Stores, Supermarkets
Story The film shows people’s less than enthusiastic reactions to the gifts. As the film progresses, we gradually realise that in each case the impeccably dressed gift-givers appears to have spent rather more time and money on themselves than their nearest and dearest. 
Media Type Case Study
Length
Soundtrack Silent Night
More Information harveynichols.com/sorry
AI Description The Harvey Nichols campaign titled "Sorry, I Spent It On Myself" humorously embraces the theme of selfish indulgence during Christmas. The ad presents uniquely mundane gifts like wire sponges, paper clips, and sink plugs under the brand's special gift collection. The campaign captures unenthusiastic reactions from receivers upon opening the presents, juxtaposing the cheapness of these gifts with the luxury and opulence typically associated with Harvey Nichols. Set to the calm "Silent Night," the visuals are festive with Christmas decorations, showcasing a contrast between the traditional Christmas spirit of giving and the tongue-in-cheek indulgence promoted by Harvey Nichols. The ad captured media attention, went viral, and promoted a print campaign encouraging customers to focus on self-indulgence. It humorously challenges the norm of Christmas gift-giving etiquette, urging viewers to spend on themselves rather than others.
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