Harrods rain posh verbal punches down on hapless Dixons
If there’s one lesson life has taught us, it’s that you should always side with the posh kid in a fight. It was the first thing we thought of when we saw the new print ads for dixons.co.uk. In them, they ape the style of upmarket retailers Harrods, Selfridges and John Lewis, while suggesting that shoppers should visit those stores to try out products before getting them cheaper online at Dixons.
The ads’ slogan is ‘dixons.co.uk – the last place you want to go’ and Niall O'Keeffe, UK marketing director at Dixons' owner, DSGi, said: “This campaign says, feel free to do your research, but make Dixons.co.uk your last port of call, as here you will find all your technology needs, at low prices.”
Our work experience fool Maths Mike is a regular in Harrods and he had a funny feeling that the claims in the ads wouldn’t stack up if a little scrutiny were applied. We contacted Harrods and suggested that something strange was afoot.
A spokesperson for the Knightsbridge uberstore described the spoof Harrods ad as: “Not only… a lowdown swipe by Dixons, but it is potentially misleading to customers who may think we offer a similar range of product, whereas in fact there is relatively little overlap.
"Our lawyers have sent Dixons a letter demanding that it substantiates the claims, but in the meantime customers might like to know that one of the few brands we have in common is Samsung - and we offer the 46" LED Backlight TV £100 cheaper!”
With the legal attack dogs let loose and the moral high ground well and truly taken, Harrods then added: "Despite the attempt at a sneer, they are unwittingly right about one thing, which is our service. Our customers experience the best assistance, in a pin-stripe or not, which is much more satisfying and enjoyable than dealing with a faceless person in a call centre." Oof! Get in there!
The lesson? Always side with the posh kid in a fight.