A masterclass in audacity
Campaign: Sorry, I Spent It On Myself
Brand: Harvey Nichols
Agency: adam&eve/DDB
Why the campaign rocks:
Harvey Nichols, known for its unapologetic and witty approach to luxury retail, has consistently pushed creative boundaries. Among its standout campaigns, Sorry, I Spent It On Myself remains an all-time favorite for its sheer audacity and brilliance.
This campaign resonated with me on a deep level, thanks to its razor-sharp human insight: at the end of the day, humans are inherently selfish. But instead of exploiting this trait, Harvey Nichols chose to celebrate it in a charming, positive, and festive way. The execution was flawless—from the humor to the relatability—turning a universal truth into a moment of self-indulgent joy.
By poking fun at the traditional notion of buying gifts for others during the holiday season, Harvey Nichols encouraged customers to treat themselves instead. The campaign featured a range of hilariously underwhelming “gift” options—like a packet of toothpicks or an elastic band—emphasizing how much more satisfying it is to splurge on oneself. This clever juxtaposition of extravagance and absurdity struck a chord with audiences, making it both a commercial and cultural success.
What I admire most is how it redefined luxury branding. Instead of relying on aspiration and exclusivity, Harvey Nichols and Adam & Eve created an irresistibly fun and relatable narrative. They didn’t just sell products; they sold a mindset—one that made indulgence feel both rebellious and completely justified. A masterstroke in branding, humor, and consumer psychology, this campaign remains a benchmark for bold storytelling in advertising.