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Sunday, August 31, 2008

Is this age neutral advertising?

Nigel Hollis, a bigwig with Millward Brown, has written an interesting blog item about the decision of the UK department store Harvey Nichols to work with the creators of Wallace & Gromit, the stars of "The Wrong Trousers" and "A Close Shave".

Nigel rightly concludes that this is a strange decision. They are not natural bedfellows.

Why would the sophisticated upmarket Harvey Nicks want to be associated with a world that is all about tradition and old-England? See how the duo look dressed in clothes by Dolce and Gabbana, Paul Smith and Alexander McQueen. You see what I mean?

Maybe, this is a sophisticated use of age-neutral advertising. I am sure that Wallace & Gromit have a wide age appeal and maybe Harvey Nichols is trying to associate with this? Still seems like a strange choice to me. Thanks to Chuck Nyren for pointing out this item. Dick Stroud

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