Our brief was to develop a high impact ad that would stand out from the competition, once seen, never forgotten. The goal was to attract customers during the winter sales season, when clothing prices are reduced more than at any other time of the year. We focused on the insight, “Buying quality goods at low price puts me in a good mood.”From this, we developed the core idea of strange people willing to go through what would normally be intolerable or unusual, because the great shopping experience put them in such a good mood.And so, TV commercials with comic strip-type storylines were developed.When they were aired, they triggered huge reactions on the internet, drawing comments such as "Never seen anything like this!" and "This totally defies sale announcement commercials!!" and suddenly they were the talk of the Nagoya area. Revenues also reached 115% of the initial sales target.