Harvey Nichols does a great job of appealing to women in its ads, and now the upscale U.K. retailer is setting its sights on men too, with an irreverent campaign promoting its new menswear destination.

A set of videos by Adam&Eve/DDB center around the strapline "Great men deserve great style." In each, the achievements of a "great man" -- Albert Einstein, President Obama, William Shakespeare, Charles Darwin and outgoing London Mayor Boris Johnson -- are described in reverential tones but juxtaposed with an illustration of said man sporting questionable fashions -- "dad jeans" for Obama, Einstein's girly sandals, Johnson's labradoodle haircut. Keep watching to the end to see the clothing or hair transformed into something way cooler.

Ben Tollett, Adam&Eve/DDB executive creative director, said in a statement: "Since the dawn of time, men have had a lot on their plates: great literary works to pen, earth-shatteringly complex equations to write, global superpowers to run. Something's always had to give. And that's usually been the stuff inside their wardrobes."

The campaign also features a series of print ads. The films, running on TV and online, direct people to the menswear and grooming destination at the retailer's flagship Knightsbridge store in London.