Directed by Outsider’s James Rouse, the spot highlights the store’s new range of products which were created by the agency, encouraging shoppers to ‘spend it on yourself instead.’

James said of the spot, “The ‘sorry I spent it on myself gift collection’ is a very funny idea, so a lot of the hard work was done for me going into the shoot. 

I don’t think I’ve ever worked on a product that in itself is genuinely funny. So the pressure was on. My objective when we shot was to simply let their idea have some space, and allow the actors some room to fully explore it.”

MPC provided clean up on the spot, while colourist George K enhanced the natural grade.