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.
“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,” explains Sara Couch, CMO, Payless. “The campaign plays off the enormous discrepancy and aims to remind consumers we are still a relevant place to shop for affordable fashion.”
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.
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.
Experiential advertisement created by DCX Growth Accelerator, United States for Payless, within the category: Retail Services.
Concept / Chief Creative Officer / Copywriter: Doug Cameron
Concept / Executive Creative Director / Art Director: Tommy Noonan
Creative Director: Mauricio Alarcon
Account Director: Patrick McCormick
Production Company: DCX Cultural Studios
Director / Executive Producer: David Logan
Assistant Directors: Doug Cameron, Tommy Noonan
Line Producer: Kelly Scott
Production Manager: Jerry terHorst
Production Coordinator: Jonathan D. Ortiz
Production Designer: Ricardo Jattan
DoP: Shane Collins
Camera Operator: Andrew Sanchez
1st AD: Cody Boessen
Editorial: Beast Editorial / NYC
Senior Editor: Brian Sanford
Executive Producer: Melissa Lubin
Post Producer: Michael Beltrame
Assistant Editor: Joseph D’Amato
After Effects: Christian Matts
Colorist: Lez Rudge / Chimney
Audio Mix: Peter Holcomb / Sound Lounge
Online Conform: Scott Bravo / Beast