Department store Harvey Nichols has used CCTV footage of shoplifters in an advertising campaign to promote its new loyalty app.

The video for the retailer’s Love Freebies? Get Them Legally campaign uses actual footage of several thieves, whose faces are covered with cartoons, stealing clothing, jewellery and beauty items from its Knightsbridge store.

The shoplifters are shown being chased and bundled to the ground by security, before the ad finishes with the strapline “Love Freebies? Get Them Legally”, in reference to the Rewards By Harvey Nichols app, which allows customers to claim “perks, privileges and experiences”.

Rewards range from champagne to a luxury massage or vouchers to spend in-store.

The campaign, which launched today, was created by adam&eveDDB – the firm behind various John Lewis Christmas adverts including last year’s Monty the Penguin campaign.

Harvey Nichols group creative and marketing director Shadi Halliwell said: “We wanted to create a campaign which plays on the universal truth that everybody loves a freebie. By downloading Rewards by Harvey Nichols, our customers are sure to be spoilt, the legal way, with fabulously stylish treats.

Ben Tollett, from adam&eveDDB, said: “This campaign is designed to send a clear warning to the nation’s shoplifters. The only free thing they’ll get when they steal from Harvey Nichols is a day trip to the local police station.”