Christmas is all about giving, sharing and caring. But not at Harvey Nichols the UK’s leading luxury fashion retailer. It’s all about me, me, me. To help our customers out, we invented a new line of products for the festive season. The Sorry I Spent It On Myself Gift Collection. A range of budget presents that we created so people could spend less on others. And more on themselves. The range was available at all Harvey Nichols stores across the UK, as well as online. The commercial shows these gifts being given and the consequences that go with it.

The strategy was to turn conventional wisdom on its head and celebrate the joys of total and utter selfishness at Christmas. Not only that, but to actively help consumers to spend less on the ones they love and more on themselves. After all, a little something for them means a much bigger something for yourself. And as the UK's leading luxury fashion department store, this can only be a good thing.

All 26,000 products sold out within three days and Harvey Nichols went on to have one of their best years to date.