retail

DSW Launches Campaign With Mindy Kaling


Betting that American women are currently craving a dose of comedy at least much as they long for new shoes, DSW Designer Shoe Warehouse is launching an ad campaign with actor Mindy Kaling spoofing all the moods supposedly made better by the right footwear.

The footwear retailer says the campaign stems from research among its loyalty members, with 64% saying the right pair helps them feel more confident. 

The campaign, created by Translation, includes both 60-second and 30-second spots, directed by comedian Neal Brennan. A spokesperson says they are running in New York, Washington D.C., and Columbus, Ohio, where the company is headquartered. There’s also a 15-second video aimed just at its VIP Loyalty Club members.

In the videos, Kaling riffs on shoes ranging from snakeskin booties (“These make me want to get back together with my ex-husband -- and I don’t even have one!”) to sneakers that make you want to stand up and do theoretical lunges.

Ads are also running on digital and social media platforms. Kaling has more than 11 million Twitter followers.

If it seems as if Kaling is everywhere these days, you’re not wrong. She’s also appeared in ads for McDonald’s and Nationwide. “Late Night,” starring Kaling and Emma Thompson, is due in theaters in June, and last week, Netflix said it's teaming up with her for a coming-of-age comedy series based on her life. She's also in the midst of adapting “Four Weddings and a Funeral” for Hulu.

Parent company Designer Brands recently released financial results posting its best fiscal year ever, with sales crossing the $3 billion mark, and same-store sales rising 6%. And the company is benefitting from the bankruptcy of rival Payless Shoe Source. But the fourth-quarter results alarmed investors, with U.S. sales slipping nearly 2% to $655.7 million. And instead of the expected profits, it posted a loss of $45.7 million.

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