Ad of the Day: Zalando captures dread of trying to find a party outfit
The work was created by ad agency Mother and stars German actor and influencer Sofie Eifertinger.
Zalando has unveiled its Christmas spot that captures the familiar moment of wardrobe indecision – the ‘towel stare’ – an existential pause, sitting wrapped in a towel and overwhelmed by choices.
Running until January, the spot addresses the universal dilemma of finding an outfit, which takes on new significance during the holiday season as people prepare for events and celebrations.
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“Nothing screams ‘What do I wear?’ quite like the existential dread that strikes while sitting on your bed, wrapped in a towel, staring blankly at the wall. During the holiday season, this decision paralysis only intensifies,” said Martin Rose, executive creative director at Mother.
“Juggling multiple events in quick succession turns the simple act of choosing an outfit into a full-blown catastrophe. In this film, we follow the journey of how one innocent ‘towel stare’ spirals into a holiday wardrobe nightmare. But don’t worry – Zalando is here to save the season with perfect outfit solutions.”
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The holiday campaign will run across TV, social media and Zalando’s Stories platform.
Credits
Zalando
Senior vice-president of design, marketing, and content: Anne Pascual
Vice-president of marketing: Sara Spännar
Brand communications and initiatives specialists: Eloisa Siclari, Debora Dona, Elodie Mourier, Claudia Cardona Amoros
Creative directors: Morten Grubak, Lena Schäfers, Amanda Berndt Julio, Marcos Cabrera Garcia, Simon Tazman, Verity Charmer
Talent management specialists: Andreas Menelaou, Janifa Brandenburg, Boy Freij
Production management specialists: Milena Steinke, Abi Bashorun, Claire Hothy, Leonie Knorr
Global media specialists: Carina Visintin, Alessio Stringari
Global social media specialists: Sytske Donselaar, Maria Cecylia Stasiecka
Brand designer: Ginger Balanga
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Agencies
Strategy: Mother
Creative: Mother
Media: Dentsu and CrossMedia
Films
Production company: Academy Films
Editor: Paul Watts at The Quarry
Sound specialist: Jack Sedgwick at King Lear
Post VFX team: Black Kite
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Outdoor
Production company: DMB
Agent: Lexie Mullins
Retouching specialists: Kusthrim Kunushevci, Jam Imaging
Social
Director: Liam Wilson
Post-production team: Vayner Media