Harvey Nichols' advertising: A controversy too far?

Shoplifters are the stars in Harvey Nichols’ latest controversial campaign to promote the fashion brands new rewards app.

The video for the brand’s ‘Love Freebies? Get Them Legally’ push shows real CCTV footage of shoplifters pocketing clothing and jewelry and fleeing its Knightsbridge store.

The campaign, in which the identities of the thieves are obscured by cartoon faces, drew criticism for its “distasteful” nature.

However, after receiving complaints the Advertising Standards Authority (ASA) did not ban the ad, but did recognise its controversial subject.

We’ve taken a look at the retailer’s past “controversial” ads for you to decide whether it’s using the ‘shock factor’ or playing the marketing game.

Love Freebies? Get Them Legally

The advert, by adam&eveDDB has been recognised as “distasteful” by the ASA.

Try To Contain Your Excitement

This ad depicting very excited models received 94 complaints. The ASA ruled in favour of the advert but noted the images were “nonetheless unusual”.

Walk of Shame

Is this ad depicting women on their journey of shame too much?

A Harvey Nichols Christmas 2013 

This spot drew attention for implying customers only had money left over to buy their relatives plugs, pens and doorstops.

Could I Be Any Clearer? 

The company encouraged customers to send peronalised cards to friends and family detailing exactly what they wanted. Where has the spirit of Christmas gone?