Harvey Nichols – The Food Market Collection

October 19, 2007 by  
Filed under Reviews

An interesting take on the buzzing backstage of the catwalk, the latest commercial from Harvey Nics sees a zooful of animal models – “Fashionable Food? – getting prepped for their moment of fame!  It’s all costumes, hair rollers and foundation brushes here though, not a chef’s knife in sight, as the farmyard creatures are combed, not carved for the cameras.

Teetering between surreally funny and disturbingly frank, we see diva pigs on the run, a twitchy chick giving herself some extra oomph by doing a line (..of seeds) off the mirror, veneration and denigration within the same breath and some bony little goat puking in the toilets.

Drugs and eating disorders aside, the ad has a commendable go at portraying Harvey Nichols as a food and clothes outlet in vogue, at the top end of its market.  Cleverly dubbed with animal noises and stylists yelling overwrought instructions, it certainly delivers all the anticipation and thrill of a fashion show, but I just can’t help imagining the panic in the ostrich’s darting eyes as she steps beyond the curtain into the light, to come face to face with an eager audience of HN Food Market consumers, salivating and wielding polished meat cleavers – “3,2,1…Go!”