# Model Robber Ads The Harvey Nichols Summer Sale is Promoted by Stealing By Jamie Danielle Munro | Published 2012-04-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/harvey-nichols-summer-sale References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/04/harvey-nichols-summer-sale-daylight-robbery/) & [harveynichols](http://www.harveynichols.com/) The Harvey Nichols Summer Sale ads use images of models clad in face-covering apparel similar to those of robbers. The clever ads promotes how much of a "steal" their prices are through [hilarious imagery](https://www.trendhunter.com/trends/axe-campaign). Both of the models look chic, dressed to the nines in suits and a dress. The man walks with a tiger-like mask covering his face, which makes him look ridiculous, but still dapper in his finely fitted clothing. The ad was done by [DDB](https://www.trendhunter.com/trends/cheeky-maccas) agency in London, UK, and is presented on a [minimalist background](https://www.trendhunter.com/trends/salute-the-detail) with wording to pronounce how the sale will be starting on June 15th, 2012. If you have a penchant for shopping but can't afford more clothes, these ads will entice you to make a perfectly legal steal. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 15% | Activity: 28% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Face-covering Fashion:** Disruptive innovation opportunity: Develop stylish face-covering apparel that combines fashion and functionality. - **Humorous Advertising:** Disruptive innovation opportunity: Create funny and memorable ads that effectively promote products or services. - **Minimalist Design:** Disruptive innovation opportunity: Embrace simplicity and clean aesthetics in advertising to stand out from cluttered visuals. ### Who This Affects Most - **Fashion Retail:** Disruptive innovation opportunity: Integrate face-covering fashion into mainstream retail offerings and online shopping experiences. - **Advertising:** Disruptive innovation opportunity: Explore unconventional and humorous approaches to advertising for increased brand engagement. - **Graphic Design:** Disruptive innovation opportunity: Utilize minimalist design principles in various industries, such as packaging, web design, and branding. ## Related on Trend Hunter - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Cup-Stealing Clothing Collections](https://www.trendhunter.com/trends/steal-artois.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [AI-Generated Swimsuit Campaigns](https://www.trendhunter.com/trends/undiz.md)