American Express is promoting its "Shop Small" campaign in the U.K. with a feelgood ad set to Erasure's classic 80s track "A Little Respect."

Created by Dentsu Mcgarrbowen London and directed by Smuggler's Björn Ruhmann, the spot sees our protagonist wander the streets and peruse independent shops in search of the perfect gift for his very particular mother. Finally, he settles on the perfect gift for his daschund-loving mom. 

The "Shop Small" campaign will kick off on Amex's Small Business Saturday in the U.K. (Dec. 4, as opposed to Nov. 27 in the U.S.). The campaign is running cross TV, cinema, radio and online video supported by out-of-home executions shot by John Spinks that aim to show how shopping small is the perfect solution to every Christmas dilemma, whether "You’ve left the shopping late, but need to find something great" or "You’ve invited everyone to your place but haven’t got the space."

“After the last 20 months, shopping small is even more important," said Paul Cohen, joint executive creative director of Dentsu Mcgarrybowen U.K., in a statement. "Basing our campaign on an insight we can all relate to and setting it to a classic song; our hero’s quest to find the perfect gift for his mum is elevated to something heartfelt and memorable. We hope the work cuts through this Christmas and gives support to all the brilliant small shops out there.”