In a new ad campaign by department store, Harvey Nicols, the models are seen having wet themselves from excitement over the next sale. The campaign’s slogan reads: “Try to contain your excitement”. A representative said: “In humorous reaction to the (often-irrational) excitement sale time engenders, we have developed this campaign to capture this near-fanatical spirit, because let’s face it, the thought of picking up brands at up to 70% off is enough to excite and overwhelm even the most composed shopper in us all.”

What’s your opinion? Disgusting or clever? Personally, I don’t want to be thinking about pee stains when buying new clothes.

Photos via Harvey Nicols