Advertising agency DCX Growth Accelerator has created a campaign on behalf of budget shoe retailer Payless that aims to dramatically change perceptions of the brand. It documents how Payless created a fake luxury store named “Palessi,” filled it with Payless shoes that normally retail between $19.99 and $39.99 and managed to sell these shoes to fashionistas for prices up to $640.

The campaign launches with a :30 spot in English and Spanish followed by :15 and :06 spots each featuring a real-world fashionista speaking about the superior quality of Palessi shoes and then registering shock upon learning that the shoes are in fact from Payless.