m&c saatchi, london, have created an unusual, and honest print campaign cheekily acknowledging the consumers pattern in shopping (we will get advice about expensive goods at a more upmarket store, but then nip online to make the actual purchase, where it is alot cheaper). using familiar fonts from a number of popular london retailers – selfridges & john lewis shown here, the ads open with a description of the benefits of shopping in these stores, before then reverting to the dixons font with the line "then go to dixons.co.uk to buy it". the self-harm/awareness continues with the ads' tagline, which is "the last place you want to go". i wonder how long it will take for selfreidges, john lewis, harrods and the rest to reply to these ads? my moneys on selfridges.
