El Palacio de Hierro is a very important department store in Mexico. It is the luxury retailer for designer brands. For the past 15 years they’ve had an advertising campaign that is very powerful and has been very successful. The campaign, Soy Totalmente Palacio, uses cliches about women, shopping, and life in her favor, generally combining an image with a very strong phrase. The image above reads, “Sight, Smell, Hearing, Touch and Good Taste.”
Brilliant!
I believe that even though the Soy Totalmente Palacio campaign has been going on for a really long time, it keeps coming up with fascinating phrases and amazing images and videos.
Here’s are some more examples of the El Palacio de Hierro advertising campaign:
It’s not vanity, it’s self-love.
Confidence dresses up more than any suit.
Translation (Left – Right, Top – Bottom):
1. Because no one has been able to package the smell of something new.
2. There are two things a woman can’t avoid. Crying and Buying shoes.
3. The problem is not how it looks, the problem is they’ve already seen me in it.
4. The phrase that separates a girl from a woman is ‘I’ve got nothing to wear.’
Here are some more phrases used in the campaign:
- Because a psychoanalyst will never understand the healing power of a new dress.
- I would give you my life. But I’m using it.
- I know how I look. I just want to know how much you like me.
- No woman knows what she wants, until she sees someone else wearing it.
- If you ask me where I bought it, I swear I don’t remember.
I really like the way that they play with words and images in the Soy Totalmente Palacio campaign. I also think it’s brilliant to recognize some of women’s “negative behaviors” and turn them into an opportunity for the target audience to identify with the brand. Just as with the slogan Soy totalmente Palacio, which means “I am totally Palacio” — they want you to identify with them, and they want to sell a lifestyle not a brand. I guess that’s why they have been so successful.
I found this ad in English, it was a Christmas campaign, which I love and really find fascinating:
