To promote its rewards program in a clever way, Harvey Nichols' newest commercial uses footage of people stealing from a store. Although this seems like an unusual route to take, the brand reasons: "Love freebies? Get them legally."
Footage of people stealing from the department store include men and women stuffing their coats and bags with merchandise that has yet to be paid for—right before the eyes of a security camera. The faces of the shoplifters in the ad are comically replaced by cartoon faces, which supplies an exaggerated display of the emotions these shoplifters are going through.
Near the end of the ad, some of the pursuits of shoplifters even result in intense chases. As much as loss prevention is a battle for many retailers, Harvey Nichols puts a clever spin on these negative acts.