Good old-fashioned tube-cards with the brilliantly counter-intuitive selling point that you will not get great service at Dixons. (But we infer that you do get a good deal.) Easy to identify, from the use of distinctive colours and fonts, exactly which famous London department stores Dixons is having a pop at.
Nice end-line too: "Dixons.co.uk. The last place you want to go."
Nice one, M&C Saatchi and congrats to the client for doing some brave work in a sector not generally known for such a thing.
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