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.