Harvey Nichols is promoting the 2012 Summer Sale with “Over Excitement”, a controversial print advertising campaign playing with the colloquial phrase ‘I was so excited, I nearly wet myself!’ Harvey Nichols is famous for its fantastic and exciting Sale, when customers can pick up the most exclusive pieces at much reduced prices. The tongue-in-cheek campaign, illustrated through four different executions, features models striking poses dressed in items from the current Harvey Nichols Spring Summer 2012 collections alongside a line that reads “The Harvey Nichols Sale. Try to contain your excitement”. Tell-tale wet patches on the models’ outfits suggest that they have struggled to do just that.
The new tongue-in-cheek campaign unveiled today plays on the infamous line muttered by Julie Roberts in ‘Pretty Woman’ – “It was so good, I almost peed my pants!”. Jeremy Craigen at DDB UK commented: “I wet myself when I saw this idea. That says it all really.”
Julia Bowe, Group Press and Marketing Director at Harvey Nichols said: “We wanted a campaign that not only promoted our Summer Sale, but which was also something we could have fun with and entertain our customers in a light hearted way. The creative has uniquely captured the excitement associated with our Summer Sale in a playful, humorous way that stands out from the crowd and projects the Harvey Nichols sense of fun.”
The Over Excitement campaign was developed at DDB UK, London, by executive creative director Jeremy Craigen, creative director Peter Heyes, creative team Nikki Lindman and Toby Brewer, business director Paul Billingsley, account director Charlotte Evans, group press and marketing director Julia Bowe, marketing manager Anna Davidson, senior marketing executives Alexa Mullane and Valerie Forde, planner Elisabeth Jamot, project manager Kirsty Petrie, retouching team Jamie May and Andrew Walsh, art buyer Daniel Moorey, photographer Alan Clarke via Olga Prilipko, stylist Katie Felstead, media planner Joe Finden at Rocket.