Tuesday, April 14, 2009

+...HaRvEy NiChoLs...+

Harvey Nichols has launched a new advertising campaign this spring in response to the rise in tourists due to the fall in the value of the pound, and to target the increasing number of visitors who are in London to shop. The campaign showcases a selection of this season's key fashion, beauty and food products, all sold at Harvey Nichols Knightsbridge.

The advertising campaign plays on the stereotypical image of the English and in true Harvey Nichols fashion; the humour is highlighted with witty references to the traits of the English, as perceived by tourists.

A selection of Spring/Summer 09 brands from Harvey Nichols appear in the campaign, each shot on an elegant black background to highlight their standout beauty, including a single Lanvin yellow patent shoe with gold heel, Peter Pilotto's multi coloured dress, an optical men's stripe jacket from Alexander McQueen and accessories from Balenciaga and Marc Jacobs.

The ads are written in a series of different languages with English translations and will be advertised in London taxis and specialist tourist magazines with strap lines as follows:

Shoes: "The English are known for having bad teeth, that is why they need beautiful shoes."

Womenswear: "The English are well known for their fondness or orderly queues. That's until the latest collections arrive in our store."

Menswear: "The English gentleman is known for being a little boring in the bedroom. Except of course, when it comes to his wardrobe."

Handbags: "The English are well known for hiding their emotions. Except when it comes to these little beauties."

Beauty: "For every three single women on our small island there is one eligible man."

Food: "The English like to moan about their bad weather. That's because they can no longer moan about their bad food."

Created by DDB London and shot by fashion photographer Paul Zak,
the six different executions will be translated in the following six languages:
Chinese, Arabic, Russian, French, Portuguese and Italian.

Thanks 2 Harvey Nichols

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