Harvey Nichols have launched their 2015 Christmas ad, after discovering that the United Kingdom is a 'nation of fakers'.
Many people have been put in the same position at Christmas time, receiving a gift that wasn't quite what they had in mind, but having to put on their very best #GiftFace to avoid causing offence.
The company describes #GiftFace as "the contortion of one's face when feigning excitement, happiness or gratitude for a Christmas gift that was misjudged."
A campaign revealed that a whopping 72% of adults admit to pulling #GiftFace when receiving an unwanted present, with 63% going on to wear or use their unwanted gift so that the feelings of the gifter aren't hurt.
Only 27% would admit that they didn't like the gift so that it could be exchanged.
Created by Adam & Eve/DDB, an executive producer said: "Brace yourself Oxford English Dictionary, Harvey Nichols is updating the lexicon. We hope #GiftFace will become as much a part of people's Christmas vocabulary as, "I'm stuffed" and "Does anyone have any batteries?"
Harvey Nichols group creative and marketing director Shadi Halliwell added: This year we wanted to help people avoid #GiftFace and ensure our customers give their special somebody a gift that truly hits the mark.
"We worked closely with Adam & Eve/DDB to create yet another compelling and comical campaign that we know the British public can relate to. We've all been there!"
Tim Bullock through Blink directed the ad, with ZenithOptimedia handling the media planning. It was copywritten by Jo Cresswell and art directed by Sian Coole at Adam & Eve/DDB.
Tagged in Christmas