BE&P’s Payless Work Has Shoes for Every Mood

Agency’s First Work for Retailer Targets Pre-Teens and Adults
CHICAGO–Barkley Evergreen & Partners positions Payless ShoeSource as a place with shoes for every mood in its first work for the discount retailer.
The campaign, also the first work overseen by new BE&P Advertising president and chief creative officer Brian Brooker, touts Payless’ selection of inexpensive shoes with the theme, “Shoes for whatever.”
“We wanted to expand [the theme] to encompass every aspect of your life,” Brooker said.
Back-to-school spots that break this week show children and preteens with supers that relate the shoes to their lives. One shot shows a boy jumping into a puddle with text reading, “I don’t care what Mom says shoes.” Another shows a girl daydreaming in a classroom: “I can’t want till Friday shoes.”
An adult-oriented effort follows a similar tack, showing women in an office setting. “I hope my ex sees me shoes,” reads one line. “I’ll worry about it Monday shoes,” reads another. All the spots feature a female voiceover saying, “Only Payless has the shoes for … whatever.”
Payless’ tagline, “Doesn’t it feel good,” remains. “It didn’t seem to fight with our message,” Brooker said.
Payless awarded its $80 million account to the Kansas City, Mo., shop last November from Foote, Cone & Belding, Chicago without a review. Brooker joined the agency in February from GSD&M in Austin, Texas.
In addition to BE&P copywriter Pat Piper and art director Matt McKay, Brooker tapped some of his old contacts from GSD&M including director Matthew Badger. K