Sorry, I Spent It On Myself
Harvey Nichols2013
Sorry, I Spent It On Myself is a 2013 product range and integrated campaign for Harvey Nichols, created by adam&eveDDB, London.
The line
A little something for them, a bigger something for you.
Why it works
For Christmas 2013 the luxury department store Harvey Nichols put a real range of deliberately cheap presents on sale: the Sorry, I Spent It On Myself gift collection. Paper clips, wooden toothpicks, a sink plug, a plastic doorstop, a Christmas lunch in a tin and a bag of Lincolnshire gravel at £1.61 came neatly boxed under the store's name, so shoppers could hand relatives a token and spend the real money on designer clothes for themselves. A film of awkward present-opening scenes launched the joke online. It is studied because the gag was also a working retail offer: the product line itself carried the message, and it played on the brand's prestige by suggesting that even toothpicks feel special in a Harvey Nichols bag. At Cannes 2014 it won four Grands Prix, in Promo & Activation, Press, Film and Integrated, and D&AD gave it a Yellow Pencil for Branding.
Techniques
- Humour Sells a deliberately cheap gift range, from paper clips to gravel, so shoppers can give a token and spend the real money on themselves.
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