Fruit of the Loom masterfully plays with perceptions of value in this vintage ad. "These are expensive shirts. They cost $4.99," serves as a provocative opener. The ad cleverly compares its shirts to $15 designer ones, emphasizing features like matched pockets and designer-like buttons. This approach not only underscores the quality and style they offer but also subtly suggests that their shirts are on par with pricier counterparts. The tagline, "Expensive in everything but price," reinforces the brand's unique selling proposition - delivering luxury aesthetics at an affordable price. The result? Viewers are left feeling they're in on an exclusive deal.