Dixons the last place you want to go

Online UK store dixons.co.uk has launched a series of posters and print advertisements, Sandals, Middle England, Piers, suggesting that readers head down to the poshest department stores to have a look at their products, before heading to Dixons to make the purchase online. The advertisements use the familiar typography used by Selfridges, John Lewis and Harrods before reverting to a more modest font for “Dixons.co.uk, the last place you want to go.” The campaign includes posters and carriage cards on the London Underground, and banner advertising on internet seach engines, shopping portals and price comparison sites.

Credits

The Dixons campaign was developed at M&C Saatchi, London, by executive creative director/copywriter Simon Dicketts, executive creative director/art director Graham Fink, planner Neil Godber, account manager Estelle Lee, typographer Gareth Davies.