Ad Nut
Nov 19, 2021

Visions from the '80s promote Pace's three-payment service

A campaign for buy-now-pay-later service Pace, made with Studio Automatika, appears to have emerged through a tear in the space-time continuum.

Visions from the '80s promote Pace's three-payment service

Singapore-based Pace, a buy-now-pay-later service, has taken a page from the 1980s in a new campaign made with Studio Automatika.

The campaign includes social-media videos that look like they were copied from old VHS tapes that someone found in the back of a closet.

The typography and graphic design in the posters and bus wraps (not to mention the clothes) also look suitably anachronistic.

“The 1980’s was a period where consumerism and mass media collided to form a generation of shoppers who were adventurous, daring, and curious, and were not afraid to go get what they wanted," Daren Goh, head of growth at Pace, said in a release. "As such, we took inspiration from the golden age of 1980’s advertising to show everyone their inner ‘I Got This’ element."

To Ad Nut, the campaign doesn't evoke a feeling of nostalgia so much as a feeling of PTSD, but perhaps others have better memories of that decade.

Pace launched in 2021 and claims to have 100,000 users with more than 3,000 points-of-sale in Singapore, Malaysia, Thailand and Hong Kong. Like competitors such as Atome, which Ad Nut wrote about not too long ago (see "All-kitten band croons about 'ameowzing' deals for Atome"), the company is not really a retailer but a fintech play—a payment service that acts as a go-between between consumers and its partner brands and retailers.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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