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William Shakespeare and Albert Einstein are among the great men given a makeover in a new campaign for Harvey Nichols.

Adam & Eve/DDB created the work, which promotes the retailer’s new menswear department at its Knightsbridge store. In addition to outdoor, print and digital ads, the campaign will also include TV spots – a first in the brand’s history. The ads begin by listing the achievements of great men from history and the present day before slagging off an aspect of their dress – eg. Einstein’s sandals and Barack Obama’s jeans – and then using Photoshop to update their style.