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CHICAGO Martin/Williams uses humor to sell Payless ShoeSource during the back-to-school season in its first work for the retailer.
In the first of two television spots, which break on national broadcast and cable networks this week, a pair of college-age women try to figure out how to fit a pile of Payless shoe boxes into an already packed car headed for college. After pondering the situation for a while, the spot ends with the women driving away in the car, having left the backseat behind.
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