A lot of marketing is dominated by the price-quality-value model of consumer behavior. Basically, the perceived value a consumer attributes to any given purchase is a function of the quality of product they expect to receive in exchange for the price they expect to pay. According to this model, higher expected quality and lower expected price both increase the perceived value of a product. So marketers do whatever they can to manipulate your perception of those factors (since value is, in the end, a subjective judgment of the consumer). A celebrity’s endorsement is aimed at increasing the consumer’s evaluation of the product’s quality, whereas the advertised discount (even if completely fake or misleading) is aimed at minimizing the consumer’s perceived tradeoffs. In short, they’re trying to convince potential buyers that they are getting more for less. It’s an extremely common strategy, but there are more and less subtle ways of employing it. This way is less subtle, which limits its appeal. But no ad campaign is aimed at everyone.