Ad of the Day | Payless Increases Value of Products With "Palessi" Fake Store

Ad of the Day | Payless Increases Value of Products With "Palessi" Fake Store

Dec. 02, 2018

Advertising agency DCX Growth Accelerator has created a campaign on behalf of budget shoe retailer Payless that aims to dramatically change perceptions of the brand. It documents how Payless created a fake luxury store named “Palessi,” filled it with Payless shoes that normally retail between $19.99 and $39.99 and managed to sell these shoes to fashionistas for prices up to $640.

The campaign launches with a :30 spot in English and Spanish followed by :15 and :06 spots each featuring a real-world fashionista speaking about the superior quality of Palessi shoes and then registering shock upon learning that the shoes are in fact from Payless.

The spots capture fashionistas on camera paying for shoes marked up by not just a small amount but by 1,800%. When they learn that the shoes are from Payless, their faces register not just surprise but shock. The campaign is entertaining in part because of how thoroughly the Palessi branding persuades the fashionistas that the shoes are luxury items worth their enormous price tags and in part because of just how shocked they are to learn that it’s Payless.

Sara Couch, Payless CMO, explains:

“Payless has gone to great lengths to create a portfolio of fashionable and high-quality shoes, but perceptions of the brand lag far behind this. The campaign plays off the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion.”

 

The multimillion-dollar integrated marketing campaign is airing now on YouTube, Facebook, Instagram and North American cable networks including BET, Bravo, ION, Lifetime, MTV, TBS, Telemundo and USA and will continue to run throughout the holiday season.

Related News

May. 16, 2019

BBR Saatchi & Saatchi and Para Chocolate present: Sweet Advisor

The best way for Eurovision tourists to eat their way through Tel Aviv's sweetest spots

May. 15, 2019

Ad of the Day | Paradais DDB presents "Stop the Killing" for Dream Pack

The campaign seeks to raise awareness among people about the use of disposable plastic products

May. 14, 2019

IKEA Stays Ahead of The Game With Dynamic Logo System

Fönster (Swedish) translates into English as “Window” and is designed to reflect the point at which IKEA connects with the world.

Latest News

May. 23, 2019

Times "Out & Proud" Campaign Becomes the Voice of the LGBTQ Community

Latest campaign for The Times of India by FCB India

May. 22, 2019

Air Studios Opens In Dallas

Freshly Launched 18,000 Square Foot Production Studio Elevates Productions With Multiple Stages, Production Offices & A Premiere Prep Kitchen