We are accustomed to the dramatization of either real events or scripted stories when it comes to television commercials. But this Harvey Nichols ad created by adam&eveDDB shows incidences of real thieves, stealing real things – no pranks – that were recovered from hidden cameras in Harvey Nichols store at Knightsbridge, London.
The ad which promotes the international luxury department store’s Rewards App with the tagline, “Love freebies? Get them legally.”
Ben Tollett, the executive creative director describes the footages used in the ad as “100% genuine actual real honest…”. This ad required real life shoplifting scenes and rather than use the ones from the past, adam&eveDDB’s creative heads sat in Harvey Nichols’ CCTV control suite with all of the store detectives watching the shoplifters steal to their satisfaction before chasing them and catching them.
Boy, oh boy! What a trap! Sadly, they fell for it.
This was a really smart, straight forward and realistic ad.
Cuts to the chase.