MPC’s Jean-Clément Soret grades adam&eveDDB’s fiery ‘Britalia’ campaign for Harvey Nichols

A famously dramatic scene from Luigi Pirandello’s play As You Desire Me is the retro setting for Harvey Nichols’ tongue-in-cheek global promotion, directed by Gary Freedman at Independent with grade by Jean-Clement Soret and VFX by MPC.

Harvey Nichols’ ‘Britalia’ launches the store’s campaign celebrating all things Italian–style, beauty, food, drink, culture and lifestyle –inspired by research that shows how incredibly popular Italian products are in the UK – to the extent that everything from Prosecco to Pannetone now has a firm place in British homes at Christmas.

Liberally reimagining the scene’s real subtitles, the film’s concept centres on a man called Harvey Nichols, accused by the furious Italian couple of stealing all their best clothes, food, drink and make-up, leaving them empty-handed (‘the thieving rat!’)  and with nothing to wear – even the Valentino – on Christmas day.