A Brazilian fashion designer definitely knows how to see the proverbial glass half full. After a December 6 robbery in its Sao Paulo shop, the Reserva label repackaged the surveillance footage into a summer sale advertisement. The promotional video features accelerated clips from the break-in overlaid with captions about the store’s January sale and music straight out of Headbanger’s Ball.

“It’s not necessary to break the window,” the ad opens with. “Just come in! Inventory clearance: up to 40 percent off.”

The video than depicts the thieves breaking the shop’s window with a brick and cleaning out the store’s merchandise. As they make their exit, the promotion states, “Hurry! Why are people doing such crazy stuff for Reserva?”

Store owner Rony Meisler told the O Globo newspaper the robbery was the second time in a month his shop had been targeted by thieves. The creative marketing campaign was his form of revenge.

“Complaining gets you nowhere, business is about doing things,” he said. “Rather than suck lemons, it is better to make lemonade with them.”