The Sorry, I Spent It on Myself Ad Encourages Gifting Yourself
Laura McQuarrie — December 17, 2013 — Marketing
References: harveynichols & harveynichols
The ’Sorry, I Spent It On Myself’ Harvey Nichols Christmas commercial carries on with its tongue-in-cheek ads that encourage buying more for yourself than for others. The ’Sorry, I Spent It On Myself’ commercial shows gift recipients quickly overcoming the joy of unwrapping a Christmas gift when they find out it’s something lame like a box of toothpicks, paperclips or rubber bands.
As the camera pans away from the sad faces of the people who received an item from the ‘Sorry, I Spent It On Myself’ collection, splurges like the fantastic purses and gorgeous dresses that inspired these Scrooge-like gifts can be seen. As mean-spirited as this campaign is, it’s a cheeky way to promote the shop for the ‘Sorry, I Spent It On Myself’ collection, which brings up an empty page and encourages shoppers to buy something else from Harvey Nichols.
As the camera pans away from the sad faces of the people who received an item from the ‘Sorry, I Spent It On Myself’ collection, splurges like the fantastic purses and gorgeous dresses that inspired these Scrooge-like gifts can be seen. As mean-spirited as this campaign is, it’s a cheeky way to promote the shop for the ‘Sorry, I Spent It On Myself’ collection, which brings up an empty page and encourages shoppers to buy something else from Harvey Nichols.
Trend Themes
1. Self-gifting - The trend of self-gifting is on the rise as consumers prioritize indulging themselves with luxurious products.
2. Tongue-in-cheek Advertising - The use of humorous and satirical advertisements that playfully mock traditional gift-giving is gaining popularity among brands.
3. Personalized Shopping Experiences - Brands are focusing on creating personalized shopping experiences that cater to the individual preferences and desires of consumers.
Industry Implications
1. Luxury Retail - Luxury retail brands can capitalize on the self-gifting trend by promoting high-end products as a means of self-indulgence.
2. Advertising and Marketing - The demand for creative and humorous marketing campaigns presents an opportunity for advertising agencies to create innovative tongue-in-cheek advertisements.
3. E-commerce - E-commerce platforms can enhance the personalized shopping experience by leveraging data analytics to recommend products based on individual preferences and behavior.
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