Created by Adam & Eve/DDB, the 60-second spot features a young woman desperately trying to maintain her "gift face" – a forced expression of happiness – as she opens a series of presents from her family. The film ends with the tagline "Avoid #GiftFace. Give Harvey Nichols." The online ad was copywritten by Jo Cresswell and art directed by Sian Coole at Adam & Eve/DDB. It is part of an integrated campaign that includes print, in-store activation and digital.