There are sounds that any mother, father, or aunt would instantly recognize: the public address system at the store where you buy shoes, uniforms, gifts, or the last items on your list. That neutral voice announcing offers is part of the familiar landscape. But this spring, something changed. Suddenly, that familiar voice was interrupted by something much more powerful: the truth. The real, human, and confessable truths of parenting that never appear in books, but that all families experience.

With its new campaign “True Truths,” Pablosky has decided to turn the shopping experience on its head. How? By inviting mothers and fathers from all over Spain to send, via Instagram, real audio recordings sharing those phrases that are never usually said aloud… but that absolutely all of us experience at some point. The result has been as surprising as it is liberating: “Screens save some afternoons, and you know it.” “If you give them a choice between two pairs, they will always choose the one you like least.” “This is the first time I've bought shoes for my daughter… and I have no idea how her big toe should fit. Can someone enlighten me, please?” Spontaneous testimonies that are now heard on public address systems in department stores and that generate something very simple but very necessary: relief. That “thank goodness, I’m not the only one.”

The campaign makes social media the starting point, but it doesn't stop there. Pablosky has brought these voices to the only place where they truly make sense: real life. The audio recordings play in the aisles, between shoe boxes and fitting rooms, creating a space where families connect with each other honestly. No filters or perfect parenthood. Just shared truth, humor, and recognition.

Pablosky explains it this way: “Today more than ever, motherhood and fatherhood are scrutinized. That's why, because there are already too many things that keep us up at night and because life doesn't give us enough time, we want to help those parents by telling them: don't worry about the shoes, we'll take care of that.” And that is exactly the essence of this action: slowing down, lowering demands, and remembering that parenting is not about doing it perfectly, but about making it possible.

With over 50 years of accompanying families, Pablosky once again demonstrates that it understands parenthood not only from a technical perspective — foot health, quality, durability — but also from an empathetic one. The brand doesn't just talk about shoes: it talks about making daily life easier, about accompanying the chaos, about making that "how should her big toe fit?" and everything that comes after, easier. That is the True Truth of this campaign.

Participation has been enormous. Through Instagram, mothers, fathers, and even influencers have sent their audio recordings with real questions, confessions, anecdotes, or advice that would never appear in an official parenting guide. From stories that cause laughter to comments that make you think "yes, this happens to me too." Throughout April, these voices will be heard on the public address system at El Corte Inglés, transforming a traditional medium into an unexpected tool for conversation and complicity.

The action blends the best of experiential marketing with the brand's essence: closeness, realism, humor, and community. The public address system becomes an emotional loudspeaker; customers go from being listeners to content creators; and figures like Mario Marzo join in by contributing their own True Truths, reinforcing a clear message: parenting should not be lived alone or in silence.

In a world where motherhood and fatherhood are still full of pressures and unrealistic expectations, Pablosky opts for the opposite: authenticity, humor, listening, and connection. A campaign that does not aim to teach how to parent, but to accompany parenting as it is: imperfect, chaotic, beautiful, and totally True.