We are attracted to the motivations provoked by this commercial, designed for an aggressive retail client who understands that emotional connections must be powerful between their brand and their consumers. Payless is present in 9 countries in Latin America, and although it has a strong focus on price, it also focuses on fashion and the woman who prefers it, in an inspirational way.
The story is very simple, the product is an integral part and the woman is the protagonist. She has an intimate relationship with fashion, her shoes, handbags, accessories, and in 30 seconds we celebrate it in a seductive way. We want the consumer to become a buyer, and for this reason, the proposal is carefully designed to provoke sales and of course, emotional branding focused on Lovemark.
This commercial aired in November in 9 countries… By Tribu, General Creative Director: Pancho Terán. Creative Team: Martha Beckles, Andreína Jara, Frank Fernández, Daniela Picado. Executive Producer: Marcela Porras. Account Director: Isabel Granados. Production: La Comuna. Director: Camila Yglesias. Cinematography: Mario Araya. Music: Terán, Ecuador. Singing: Pancho’s daughter! Filmed in Parque España and Morazán, Costa Rica.
In the same line of simple ideas with the product integrated to the story, this is the commercial aired during the 2006 Christmas season, by the same creative and production team. In both productions, we have been rewarded with the satisfaction of excellent results for Payless. I mention this because it is very easy for advertisers and creatives to forget that our ultimate goal should always be to achieve good results for our clients, even if it is uncomfortable for many.