Luxury department store, Harvey Nichols has come under fire for a “disgusting” ad campaign that depicts models wetting themselves with excitement for the summer sale – which, incidentally, kicks off today.
The chain’s latest mailshots have offended sensitive shoppers, who have branded them “crass” and off-putting. The images show models with their clothes soaked around the groin area next to the slogan: “The Harvey Nichols Sale… Try To Contain Your Excitment.”
Twitter was ablaze with tweets related to the campaign shots, with many taking total umbrage with the ads. One user said; “Really, Harvey Nicks? Really? They’re certainly pushing the boundaries.” Another user tweeted; “you are kidding about these aren’t you? *checkscalendar*” One woman even posted; “that absolutely does not make me the slightest bit inclined to shop there!”
The ‘excitement wee’ is a play on the infamous line, “It was so good, I almost peed my pants!” uttered by Julia Roberts in 90s movie, Pretty Woman.
Harvey Nichols’ official line is as follows; “Harvey Nichols is world-renowned for its fabulous sale, with eager shoppers descending en masse to their nearest store in their efforts to lay their hands on our amazing reductions. In the past we’ve experienced everything from customers camping outside the store overnight to be at the front of the queue, to fierce tussles between over-zealous bargain-hunters on the shop floor. In humorous reaction to the (often-irrational) excitement sale time engenders, we have developed this campaign to capture this near-fanatical spirit, because let’s face it, the thought of picking up brands such as Vivienne Westwood, Alice + Olivia and Jimmy Choo at up to 50% off is enough to excite and overwhelm even the most composed shopper in us all!”
We quite like the campaign and applaud Harvey Nics for trying something a bit different. Heck, if nothing else, it sure got them a whole load of extra publicity!
The Harvey Nichols Summer Sale launches in store and online today, with up to 50% off. www.harveynichols.com