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Harvey Nichols gives ‘great men’ a style makeover in new adam&eveDDB campaign

Adam&eveDDB, fresh from its triumph with 100 year-old model Bo Gilbert for Harvey Nichols/Vogue, is launching Harvey’s new Menswear Destination with an integrated campaign ‘Great Men.’

The late Peter Marsh would have had one thing in common with A&E: half the job is to get your ads talked about and the new campaign, featuring various famous folk, alive and dead, will be.

The best one is Boris Johnson. Great? Boris?

Boris has just topped up his ample coffers with a £500K advance to pen a book on Shakespeare and the bard also features in the campaign.

The others are Charles Darwin, Barack Obama and Albert Einstein.

Harvey Nichols creative and marketing director Shadi Halliwell says: “With the growth of social media, interest in celebrity dressing, street style and bloggers, there is now even more interest in men’s fashion and an expectation that men should be getting it right. As our campaign rightly points out, Great Men deserve great style.

“With our new edit from the world’s most exciting designers, a team of highly trained Style Advisors and a loyalty app that rewards customers for every pound spent in store, our new menswear space in Knightsbridge ensures the experience is easy, quick and stress-free, making it the Menswear Destination for all of the Great Men out there.”

Agencies are indeed becoming content factories these days. Wieden+Kennedy recently put Maynards back on the box with a campaign of 20-second ads and A&E is showing it can do the same.

The campaign? A bit hit and miss but it will no doubt punch above its media spend weight.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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