How Zalando Advertises on Meta

# Ad summary This ad for Zalando features ASICS running shoes. The ad shows a pair of blue running shoes still in their box from Zalando, and then transitions to a man wearing the shoes and running on a city street, along with other people. The ad encourages viewers to start their run here and discover more now. # Brand positioning Zalando is presented as a retailer that offers a wide variety of running shoes. The brand aligns with an active and athletic lifestyle. Zalando aims to be a source for sports apparel, providing consumers with access to the latest trends and equipment for their active pursuits. Zalando positions itself as a convenient online retailer, providing access to sportswear. # Product The advertised product is a pair of blue ASICS running shoes purchased from Zalando. These shoes are designed to enhance the running experience. The ad targets individuals who are passionate about running and seek high-quality footwear to improve their performance. These running shoes are presented as essential for starting a successful run. The ad does not explicitly mention specific features or materials of the shoes. # Visual style The ad has a dynamic and energetic visual style, combining close-up shots with moving camera angles to emphasize motion and action. The editing includes quick cuts that sync with the music, creating a fast-paced rhythm. The production quality appears polished, with clear and vibrant visuals, giving it a commercial feel. The use of bright lighting and focus on the ASICS shoes highlight the product effectively. The color scheme is dominated by blues and whites, reflecting the shoes' color and brand aesthetic. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action Discover now # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The video begins with a close-up shot of a pair of blue ASICS running shoes inside a Zalando-branded box. - 00:01–00:03 The perspective shifts to the point of view of someone about to pick up the shoes, indicated by an outstretched hand moving toward the camera, while text overlay reads "Locked in. Let's move." - 00:03–00:05 The scene changes to show a man wearing the ASICS running shoes and running on a paved surface in an urban setting, reinforcing the 'Let's move' message and the shoes' suitability for outdoor running. - 00:05–00:07 The camera focuses on the man's feet as he runs, showing the shoes in action and highlighting their design and functionality, while the text overlay reads "Your run starts here!". - 00:07–00:09 The ad widens the shot to include multiple runners wearing similar shoes, emphasizing community and widespread use, with the text overlay reading "Discover now". - 00:09–00:09 The video concludes with the Zalando logo, reinforcing the brand and where the shoes can be purchased.

# Ad summary This lifestyle advertisement showcases activewear products available at Zalando through a fast paced video of runners in various gear in an urban setting. # Brand positioning Zalando is presented as a brand that provides apparel for all types of people that are active and on the go. The ad showcases an array of activewear items that include outfits for corporate settings and for workouts. The brand aligns with a lifestyle that involves a mix of professionalism and athletic activity. Zalando doesn't appear to push against any norms and functions in the activewear category. # Product The ad features a variety of activewear products and outfits available from Zalando. These include: active leggings, athletic shorts, sports bras, and other athletic apparel. The clothing is presented as versatile, fashionable, and suitable for various activities ranging from work to workouts. The ad also showcases running shoes and accessories like hats and sunglasses. The ad tells viewers that Zalando offers everything they need for their active lifestyle, emphasizing the wide selection and ease of finding the right gear for any activity. # Visual style The ad has a fast-paced editing style. The production quality is polished with the camera shots remaining stable throughout. The pacing is quick with lots of fast cuts. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Discover now # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins by showing a woman walking in business casual attire in front of an industrial looking gate. - 00:03–00:07 The woman is then shown running in workout clothes in the same location. - 00:07–00:09 The location switches to the top of a staircase where another woman is running in workout attire. This is to convey that their run starts at Zalando.

# Ad summary A man in a suit transforms into running clothes and shoes, and then runs down the sidewalk, to advertise Zalando. # Brand positioning Zalando is presented as a fashion e-commerce platform that caters to a broad audience seeking style and convenience. The ad emphasizes Zalando's role in providing apparel for various activities, positioning itself as a versatile solution for fashion needs. The brand aligns with a youthful, active lifestyle, promoting the idea that fashion can seamlessly integrate into everyday life and activities like running. This approach sets it apart from more conventional fashion retailers by focusing on functional and stylish clothing. The brand is presented with functional and emotional appeal. # Product The ad features Nike running shoes from Zalando. The shoes are highlighted for their ability to transform the wearer from formal to sporty. The ad showcases the ease of purchasing running apparel for anyone seeking an active lifestyle. The shoes are yellow, purple and blue with a visible Nike logo. The clothing starts as a gray suit, white dress shirt, and black dress pants, and transforms into a bright yellow running outfit, including a t-shirt, shorts, socks, and mirrored sunglasses. The ad emphasizes that Zalando has the running shoes and apparel for the viewer. # Visual style The ad has a clean, UGC style look to it. The editing is quick and the transitions are abrupt, and the pacing of the video is fast. The cuts and text are not always synced to the music. # Benefits - [object Object] # Features - [object Object] # Call to action Discover now # Point of view - [object Object] # Storyline - 00:00–00:02 A man is in a formal office. - 00:02–00:04 The man transforms into his running clothes and running shoes. - 00:04–00:09 The man runs outside, with the on-screen text stating that it is time to run.

# Ad summary This ad by Zalando promotes the idea that running can begin anywhere and the journey matters most. It shows a woman starting a run in various settings and using different clothing. # Brand positioning Zalando is presented as a retailer of athletic wear that inspires people to start running wherever they are. The brand aims to occupy a space in the consumer's mind as the go-to place to find athletic wear. The ad's tone is encouraging and motivational. The brand ignores category norms by showing that running can begin wherever you are and that it does not have to be planned. The brand positioning is emotional, promoting empowerment and motivation through the act of starting. # Product The ad features various athletic wear items available on Zalando, including: athletic tops, athletic shorts, running shoes, sweatshirts, and jackets. The ad emphasizes that you can find any of these items on Zalando. The running shoes being advertised are visually displayed and the ad displays how the wearers' runs start here. The ad overcomes purchase barriers by showing running shoes are available for immediate purchase through Zalando. # Visual style The ad has a UGC feel. The production quality appears to be a hybrid between UGC and polished commercial. The editing style uses quick cuts. The pacing is fast, with approximately 150 BPM. The cuts are timed to the music beats. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Discover now # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 A woman is shown in casual clothes in a bedroom. She is dancing/jumping. The intention is to show a casual, carefree beginning. - 00:01–00:02 00:01–00:02 The woman is shown in athletic clothes in the same bedroom. She is doing jumping jacks. The intention is to show the transition to running attire. - 00:02–00:06 00:02–00:06 The woman is shown on a path wearing athletic clothes and a jacket. She is running towards the camera. The intention is to show the woman running outdoors. - 00:06–00:09 00:06–00:09 The woman is shown from the knees down as she runs on a paved surface. The intention is to focus on the running shoes.

# Ad summary This UGC-style ad showcases the Zalando brand through a person who is on the go and using the shoes to go running. The hook of the ad is that a person has thousands of unread emails, implying how stressful it is. This can be relieved by going for a run. # Brand positioning The brand presented in this ad is Zalando. Zalando aims to position itself as a brand that understands the daily stresses of modern life, particularly the overwhelming feeling of unread emails. The brand encourages viewers to alleviate stress through physical activity and is portrayed as an option to assist in facilitating exercise. # Product The product featured is a pair of running shoes available at Zalando. The ad implies that the shoes are for people who are overwhelmed by modern digital demands and who want a tangible way to relieve stress through running. The shoes are featured in a yellow color with purple and orange accents. The shoes can be purchased at Zalando, as emphasized by the logo at the end of the ad. # Visual style The ad has a polished aesthetic, with a mix of indoor and outdoor shots. The editing is quick, with cuts timed to the music. The production quality is high-end, giving the ad a professional and appealing look. The pacing is fast, reflecting the energy of running and the urgency of the message. # Benefits - [object Object] # Features - [object Object] # Call to action Discover now # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The ad begins with a person walking indoors, carrying running shoes. The message is that the person is getting ready to go for a run. The perspective is from a bystander, watching the person prepare. - 00:02–00:03 00:02–00:03: Text appears on the screen with the phrase '6,723 unread emails. Me:'. This shows how the protagonist is stressed. The audience experiences the anxiety of a person who is overwhelmed by the number of unread emails. - 00:03–00:09 00:03–00:09: The person is running. The message is that the person wants to escape from the stress they are facing. The perspective is from the person running, looking back at themselves as they are going for a run. The tone is inspiring. - 00:09–00:09 00:09–00:09: The Zalando logo appears, encouraging the audience to shop at their store.

# Ad summary This ad uses dynamic visuals and music to showcase Zalando's athletic wear and activewear, while portraying the ease of shopping for a range of active lifestyles. # Brand positioning Zalando is presented as a brand that caters to a broad spectrum of active lifestyles, from corporate environments to athletic pursuits. It offers the convenience of purchasing athletic apparel. The brand aligns itself with the values of adaptability and versatility, showcasing products that support a seamless transition between different activities and settings. Zalando deviates from traditional athletic brands that focus solely on performance, instead, it presents itself as a solution for individuals who integrate fitness into diverse daily routines. # Product The ad features a variety of athletic and activewear apparel available at Zalando. The featured items include running shorts, tank tops, sports bras, leggings, and sneakers. The apparel is shown in a range of colors and styles, demonstrating the breadth of options available to consumers. The ad highlights the versatility of the products, showing how they can be used for various activities such as running and general fitness. The products provide comfort and style for users whether they're transitioning from professional settings or engaging in exercise routines. The ad suggests that these products are worth trying for their ability to blend seamlessly into different aspects of a dynamic lifestyle. # Visual style The ad features a clean and polished aesthetic, with smooth camera movements and transitions. The production quality is high, giving it a professional commercial feel. The pacing is fast, with quick cuts synchronized to the music, creating an energetic and dynamic feel. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Discover now # Point of view - [object Object] # Storyline - 00:00–00:03 A woman walks down a city street wearing business casual attire. - 00:03–00:07 The scene transitions to show different people running in athletic wear. - 00:07–00:09 The screen is briefly blurred before resolving to show a woman running. - 00:09–00:10 The Zalando logo appears with a woman running in the background.

# Ad summary A video showcases a woman's morning routine starting at 4:45 AM with getting out of bed and preparing for a mountain run. The video follows her as she hikes through the mountains at dawn and ends with her enjoying a coffee and pastry at 7:15 AM. # Brand positioning The brand is not explicitly named, but the clothing and gear worn by the woman are from the brand Terrex. The brand is presented as being for people with an active lifestyle who enjoy outdoor activities and are willing to wake up early to pursue their passions. The brand aligns with a lifestyle of fitness, adventure, and pushing oneself to the limit. The brand seems to ignore the norm of sleeping in and instead promotes the value of getting up early to achieve goals. # Product The Terrex brand gear is showcased in this ad. The woman in the video wears a Terrex running vest, headband, jacket, and athletic apparel. The running vest is lightweight and has pockets for carrying essentials. The headband keeps hair out of the face and wicks away sweat. The jacket is windproof and water-resistant. The athletic apparel is comfortable and allows for a full range of motion. The ad conveys that these products are essential for anyone who enjoys running or hiking in the mountains. # Visual style The ad has a UGC feel with raw, unedited shots. The production quality is high, with clear images and smooth transitions. The pacing is quick, with many cuts per minute. The cuts are timed to the beat of the music. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The video begins with an on-screen text overlay "WAKING UP AT 4:45 AM FOR THIS!?" over a shot of a woman hugging a pillow in bed. The message is that waking up early is difficult, but worth it. The perspective is from someone just waking up from the bed, capturing the initial reluctance to leave the comfort of sleep. - 00:02–00:06 The alarm clock is shown and then the woman is seen getting dressed in athletic gear and a running vest. The message here is the preparation and effort required for the adventure. The perspective shifts slightly, focusing on the actions one takes to prepare for their activity. This prepares the audience for what's about to come. - 00:06–00:11 The woman interacts with a pet indoors, and prepares coffee in a dimly lit kitchen. The timestamp is 5:00 AM. This shows that she is including the simple pleasures and familiar routines in her early morning. - 00:11–00:30 The woman sets out on her hike as the sun begins to rise, running outdoors through the twilight landscape. Timestamps appear on-screen as she progresses, showing 5:30 AM, 6:00 AM, and 6:20 AM. She interacts with nature, smiling as she completes her trek. The message is that the early start leads to a rewarding experience. The perspective is from the woman's point of view, showing her excitement. - 00:30–00:34 She gets into her car at 6:40 AM, drives to a cafe, and enjoys coffee and a pastry. The timestamp is 7:15 AM. The message is that she is enjoying the reward of completing the hike. The perspective is from the woman's point of view, showing her satisfaction.

# Ad summary This ad features a woman who shares how her perception of working out has shifted. She says that even a few minutes are enough to wake up the body and shift the energy. She emphasizes that the most important part is starting, and then suddenly you want to return. The ad features clips of people working out and participating in activities like yoga and meditation. # Brand positioning The ad presents Slice as a brand that empowers individuals to redefine their relationship with exercise, moving away from rigid, time-consuming routines. Slice challenges the conventional notion that workouts must be long and arduous to be effective, promoting a more accessible and sustainable approach to fitness. The brand values consistency over perfection, encouraging people to start, even if it's just for a few minutes, and highlights the positive impact of movement on energy and well-being. This positioning suggests Slice aims to occupy a space in the consumer's mind as a flexible and realistic solution for integrating fitness into a busy lifestyle. # Product The ad focuses on promoting the idea of flexible, accessible fitness rather than a specific product. It suggests that any form of movement, whether it's a few minutes of yoga, a quick outdoor walk, or a short strength training session, can be beneficial. The core message is about removing barriers to entry and making fitness more approachable and sustainable. The ad highlights the importance of starting, even if it's just for a few minutes, to experience the positive effects on the body and energy levels. It is implied that Slice offers a program or classes to support this philosophy, but the details of what that includes are not given. # Visual style The ad features a casual, UGC-style aesthetic with a focus on natural light and authentic moments. The editing incorporates quick cuts and jump cuts, creating a sense of energy and movement. The production quality is a hybrid between polished commercial and UGC, aiming to feel relatable and accessible. The pacing is moderate, with variations in shot duration to match the rhythm of the voiceover. The cuts are sometimes synced to moments or words. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a woman in a fitness setting, followed by clips of someone setting up a yoga mat in their home. The message is that the speaker "used to think training was something I needed to fit in," presenting a common barrier to exercise. - 00:02–00:05 00:02–00:05 The woman is on a yoga mat. She says, "But for me, it became the opposite," suggesting a shift in perspective. The visuals show other people exercising, as well as a mother and daughter doing floor exercises in their living room. - 00:05–00:06 00:05–00:06 Close up shot of the woman's face as she says, "It became something I come back to," implying that exercise has become a positive and enjoyable experience. - 00:06–00:09 00:06–00:09 The woman is in a workout studio. She's doing yoga. She states, "Not an hour, not perfect," challenging the idea that workouts need to be long or flawless to be effective. - 00:09–00:11 00:09–00:11 Close up shot of the woman's hands on the floor. She says, "Just a few minutes is enough," promoting the concept of short, manageable workouts. - 00:11–00:16 00:11–00:16 The woman is outside smiling, then doing push ups, then back in her home doing squats. The narration states, "To wake up the body, get fresh air, shift the energy, and feel that you are going." The clips encourage the viewer to feel the positive effects of exercise. - 00:16–00:20 00:16–00:20 People are in a workout studio. The narration continues, "Sometimes it stops there, and sometimes five minutes turns into thirty," suggesting that short workouts can lead to longer sessions. - 00:20–00:23 00:20–00:23 Close up shot of the woman's face. She says, "But the most important thing is not how long you train, but that you start," highlighting the importance of taking the first step. - 00:23–00:27 00:23–00:27 Back in the workout studio, the narrator states, "Because suddenly you want to go back, again," reinforcing the idea that consistency leads to a desire to continue. - 00:27–00:30 00:27–00:30 The woman is in a grey coat. She smiles at the camera.

# Ad summary This Zalando ad shows a person setting up a tent at a campsite, with the text overlay saying, 'Find din stil' and the Zalando logo appears. # Brand positioning Zalando is presented as a brand that encourages personal expression and style discovery through fashion. The ad avoids any direct comparison to competitors, focusing instead on the brand's own offerings. Zalando positions itself in the consumer's mind as a facilitator of individual style, aligning with values of exploration and self-expression. Zalando operates with a modern, playful tone, showcasing that style is more than just following trends, but about finding what resonates with you. The brand positioning is emotional, aiming to empower viewers to explore and confidently express their individuality. # Product The product shown is Zalando's clothing and accessory offerings, highlighted through the tent-setting person's outfit. This outfit includes clear heels and blue socks. The ad implicitly suggests that Zalando offers a wide range of styles and pieces that allow customers to 'find their style.' The brand addresses the potential barrier of style uncertainty by presenting the platform as a tool for self-discovery and style exploration. The overall message is that Zalando is worth buying from because it allows customers to experiment and express their unique sense of style. # Visual style The ad has a UGC feel with a casual and scrappy aesthetic. The editing style includes quick cuts. The production quality appears to be a hybrid, with a mix of natural outdoor settings and polished brand presentation. The pacing is consistent, and the audio-visual sync aligns with the music beat. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts with a person’s legs walking outdoors on a dirt path. - 00:02–00:04 The person, wearing white heels and blue socks, walks in an environment surrounded by tents. - 00:02–00:04 The person holds up a tent, revealing the 'Find din stil' text overlay. - 00:04–00:05 The person continues to hold up the tent, then walks to the left. - 00:04–00:05 The Zalando logo is presented.

# Ad summary This ad promotes Zalando, presenting a montage of short clips featuring diverse individuals enjoying urban life while wearing stylish clothing and accessories. The ad is set to an energetic music track and emphasizes the theme of finding one's personal style through Zalando. # Brand positioning Zalando is presented as a fashion platform that enables individuals to express and discover their unique style. The ad showcases a variety of trendy outfits and accessories, implying that Zalando caters to diverse tastes and preferences. The brand aligns with a youthful, urban lifestyle, promoting individuality and self-expression through fashion. Zalando positions itself against the norm of uniform fashion, encouraging customers to embrace chaos and find their distinct style. The brand positioning is emotional, focusing on empowerment and fun in expressing oneself through clothing. # Product The ad showcases a wide array of clothing and accessories available on Zalando. This includes various outfits, shoes, and bags, each reflecting a unique sense of style. The products range from casual wear to more fashionable ensembles, catering to different occasions and personal tastes. The ad emphasizes that Zalando offers something for everyone, regardless of their style preferences. The featured items include stylish outfits for everyday wear, metallic rain boots, blazers, and trendy accessories. The ad addresses the potential purchase barrier of limited style options by presenting an extensive collection of diverse clothing and accessories, highlighting Zalando as a one-stop shop for finding unique and expressive fashion. # Visual style The ad features a vibrant and energetic aesthetic, blending polished commercial elements with a UGC feel through candid street-style shots. The editing style involves quick cuts and smooth transitions, creating a fast-paced rhythm. The production quality is a hybrid, using a mix of professional-grade visuals and natural lighting. The pacing is upbeat and consistent, with a high cuts-per-minute rate, synchronized with the energetic music track. The overall visual style supports the intended tone of youthful self-expression and urban lifestyle. # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:06 The ad opens with a series of quick cuts showing individuals in various urban settings, each displaying a unique sense of style. - 00:00–00:06 These scenes aim to capture the energy and diversity of urban life, establishing a connection with viewers who value individuality and self-expression. - 00:00–00:06 The perspective is from an observer, showcasing real people in their natural environments. - 00:00–00:06 The tone is vibrant and energetic, enhanced by the upbeat music. - 00:06–00:08 The storyline then transitions to showcasing specific outfits and accessories available on Zalando, featuring a woman sitting on a suitcase while using her phone. - 00:06–00:08 This aims to highlight the ease of finding and purchasing stylish items through Zalando, connecting the brand with the lifestyle shown in the initial scenes. - 00:06–00:08 The perspective shifts to a brand-focused message, visually associating Zalando with the concept of personal style. - 00:00–00:09 The overall narrative emphasizes self-expression and individual style, positioning Zalando as a key enabler for achieving this.

# Ad summary This ad, told from the perspective of a woman who grew up in Åre, expresses her love for the outdoors and for her hometown. This love is tied to finding a perfect balance in her life and in sports. # Brand positioning This ad promotes the concept of a hometown and enjoying outdoor sports. It suggests that returning to a place where one has fond memories of outdoor activities, like skiing, reminds them of how special the outdoors are. The brand promotes a lifestyle of outdoor sport in nature. The brand does not compete or compare itself with competitors, but rather presents Åre as a place of beautiful nature and activities. # Product The product being advertised is outdoor sports in Åre. The ad communicates that the outdoors is a special place that reminds the viewer of a perfect balance in life and in sports. The ad shows mountains covered in snow and people skiing down them. # Visual style The ad has a polished, UGC feel, like content that a creator would make. There are a lot of quick cuts between shots to match the pacing of the music. The production quality is high, and the visual motifs include a lot of shots of skiers going down the slopes. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video begins with a person skiing at a very steep angle in fresh powder. - 00:01–00:05 00:01–00:05 The speaker appears carrying skis in front of a building and states that when she was little and grew up in Åre, they skied as much as they went to school. This introduces the speaker as someone familiar with skiing and with Åre. The implication is that she is credible when discussing outdoor sports in that area. - 00:05–00:09 00:05–00:09 The speaker continues her thought while the visuals show someone skiing at night, then a skier on a cloudy day, then a close up shot of the speaker. She adds that it never occurred to her how special this was. This is from the speaker’s perspective, and it prepares the viewer for the speaker to show why it is so special. - 00:09–00:15 00:09–00:15 The speaker is shown in the snow and states that she didn’t realize how special Åre was until she left. She continues, saying that if anyone is wondering why she likes to be outdoors, it is because she will never take it for granted again. This is intended to resonate with those who had something they appreciated that they lost, and it is an open invitation to those who may be considering visiting Åre. - 00:15–00:19 00:15–00:19 The speaker is shown from above, skiing on a very steep mountain with untouched snow, and continues by saying that coming home again reminds her of this every time. The visual is impressive and helps demonstrate why the place is special. - 00:19–00:22 00:19–00:22 The speaker is shown from the first person perspective, skiing down the slope, and she adds that she has now found a perfect balance in life and in sports. This attempts to tie the sport with a balanced lifestyle. - 00:22–00:29 00:22–00:29 The speaker is shown sitting in the snow with friends, enjoying the day, while she says that she is proud of the little version of herself who would go out and ski nearly every day. This expresses pride in her younger self and celebrates how much she valued the outdoors.

# Ad summary This ad showcases how the online retailer, Zalando, can help you find clothes to fit your style for your next trip. It starts with a man at the airport wearing several layers of clothing to avoid baggage fees and highlights the brand's products. # Brand positioning The ad presents Zalando as a place where travelers can find clothing that fits their own unique style. The brand is presented as helping people find clothing that fits their needs. The visuals and tone convey a message of individuality, creativity, and self-expression. The brand aligns with the lifestyle of those who value expressing themselves through their unique style and fashion choices. # Product The ad showcases how customers can purchase clothing that matches their personal style from Zalando. It addresses the purchase barrier of baggage fees by implying that they can buy clothing from Zalando that can be worn on the flight. The ad does not explicitly call out specific products, but the clothing being worn on the person in the ad is likely sold on the website. # Visual style The ad has a UGC aesthetic with bright lighting and a neutral background. There are frequent cuts. The production quality has a polished feel. The pacing is quick, with 130 BPM. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A man is seen wearing many layers of clothing in an airport. - 00:00–00:02 Text on the screen says "Flying on a budget." - 00:01–00:02 A hand comes into the frame and points to stickers of various countries on the bag. - 00:03–00:04 The man kneels down to pick up the bag, and the text, "Find din stil" appears on the screen. - 00:04–00:05 The man then stands up, and the Zalando logo is displayed. - 00:03–00:05 The text, "Advent friday 3611 is now golden" flashes on screen.

# Ad summary This ad showcases the Adidas soccer glove. It features a soccer player training and highlights the quality of the glove. # Brand positioning Adidas is presented as a high-quality athletic apparel brand focused on performance and style. The ad features an athlete in training, which aligns the brand with dedication, sportsmanship, and peak athletic performance. The brand's use of professional athletes and sleek, modern designs suggests it occupies a premium space in the athletic wear market, catering to serious athletes who value both functionality and fashion. # Product The advertised product is an Adidas soccer glove, designed for soccer players. The glove is shown in the context of training exercises, which communicates its purpose and intended use. The product appears to be designed to enhance grip and protection. The glove is black with white accents, fitting the standard Adidas aesthetic. The ad emphasizes the glove's apparent quality, suggesting it's worth trying or buying for any soccer player looking to improve their game. # Visual style The ad has a polished and professional aesthetic. The editing style uses quick cuts and static shots. The production quality is high-end. The pacing remains consistent throughout the ad. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 A soccer player is running out of a dimly lit tunnel into an outdoor field. This is intended to show the athlete beginning a practice session. - 00:06–00:14 00:06–00:14 The soccer player is standing in an athletic field. This intends to show the player at the end of his practice session.

# Ad summary This ad showcases the Asics running shoes available from Zalando. It features a pair of blue sneakers being unboxed and then worn by a runner in an outdoor setting. The ad highlights the shoes' role in starting a run, with text overlays and energetic music. # Brand positioning Zalando is presented as a destination for running shoes, specifically highlighting the Asics brand. The ad positions Zalando as a place to start one's running journey, providing the apparel needed to get started. The brand aligns with an active lifestyle, promoting physical fitness and sports through running. It follows the norm of featuring products in motion and in use, which is common for athletic wear brands. # Product The product featured is a pair of blue Asics running shoes. The shoes are designed for running, as shown through the use case of runners wearing them on city streets. The ad emphasizes that the shoes are the starting point for a run, suggesting that they provide the necessary support and performance to get started. The ad shows people running in an urban environment. These are presented as a tool to inspire movement. # Visual style The ad features a mix of polished commercial shots and more raw, UGC-style footage, lending a hybrid feel. Quick cuts and camera movement sync with the energetic music, creating a fast-paced rhythm. The overall aesthetic is modern and athletic. # Benefits - [object Object] # Features - [object Object] # Call to action Discover now # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 A hand opens a Zalando-branded box to reveal a pair of blue Asics running shoes. - 00:02–00:04 A person is shown from the chest up wearing a blue running shirt with Asics logo. They state they are locked in and ready to move. - 00:04–00:07 Legs wearing the blue running shoes move forward on a sidewalk. - 00:07–00:09 The camera focuses on legs running in the shoes. They run past other runners.

# Ad summary This Zalando ad displays the differences between various types of runners. The ad promotes Zalando's outdoor athletic gear, and it shows the runners wearing it. # Brand positioning Zalando is presented as a retailer that offers a wide range of outdoor and athletic gear. The ad positions the brand as a one-stop shop for various types of runners, from casual joggers to serious trail runners. The brand aligns with an active and adventurous lifestyle, promoting the idea of exploring the outdoors while being well-equipped with the right gear. The brand positioning is functional, focusing on the availability of a variety of products to meet the needs of different runners. This message allows Zalando to occupy space in the consumer's mind as a provider for all outdoor and athletic gear, not just one style or brand. # Product The ad showcases a variety of outdoor athletic gear available at Zalando, with the main focus on apparel and shoes for running. The apparel includes athletic tops, vests, jackets, shorts, and leggings designed for different weather conditions and running styles. The shoes featured are trail running shoes with rugged outsoles for traction on varied terrain. These products are for anyone interested in running, whether casually or professionally, in the outdoors. The ad highlights the versatility of Zalando's offerings, catering to different types of runners, from those who enjoy taking photos during their runs to those who prioritize speed and endurance. Key features include weather-resistant materials, comfortable fits, and durable construction. The ad also touches on the idea that whatever type of runner one is, Zalando has the gear to enhance the experience. # Visual style The ad has a natural, outdoor aesthetic with a mix of medium shots and close-up shots. The editing style includes quick cuts to transition between different running scenarios. The production quality is polished, giving it a professional commercial feel. The pacing is moderate, with cuts timed to the rhythm of the music. The cuts sync with the changes in the background music, which aligns with the visuals. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a question about what type of runner you are, prompting viewers to consider their running style and habits. - 00:01–00:02 A man and woman are shown running on a trail. The first type of runner introduced is "der Gesellige" (the sociable) runner, who is running along with another person. - 00:02–00:03 Next, the ad presents "die Bergziege" (the mountain goat) runner, who tackles steep inclines with determination. - 00:03–00:05 Next, the ad presents "der Unaufhaltsame" (the unstoppable) runner, who is shown running through water and mud. - 00:05–00:07 The ad highlights "der Panoramaläufer" (the panorama runner), who stops to take in the scenery and capture photos. - 00:07–00:08 The ad ends with the text overlay: "Entdecke Outdoor" (Discover Outdoor). - 00:08–00:09 The Zalando logo appears.

# Ad summary This ad features a woman at a campsite who describes how challenging it is to camp with her type B personality friend who is shown to be a bit of a mess. The ad is for outdoor apparel available at Zalando. # Brand positioning Zalando is presented as a retailer that offers outdoor apparel. The brand does not take itself too seriously and features relatable lifestyle content that targets younger consumers who are active in the outdoors. # Product The ad features outdoor apparel purchased from Zalando. The presenter is wearing an orange windbreaker. Her type B friend is wearing a light-green hooded windbreaker and dark gray cargo pants. The ad presents Zalando as a one-stop shop for purchasing outdoor gear. # Visual style The ad has a vlog-style aesthetic with overcast outdoor lighting. There are quick cuts. The production quality is good but it maintains a UGC feel. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 A woman at a campsite introduces a video about how challenging it is to go camping with her type B personality friend. - 00:05–00:08 She gestures behind her to her friend who is shown to be unorganized. - 00:09–00:10 The screen then cuts to the Zalando logo.

# Ad summary A person is sitting and standing in front of a building wearing On Running brand shoes. # Brand positioning On Running presents itself as a lifestyle brand that is synonymous with quality and athleticism. It aligns with a generation that is health conscious and appreciates advanced technology in their athletic wear. The brand positions itself as one that ignores traditional athletic shoe marketing by focusing on unique design, Swiss engineering, and a lifestyle that's both active and stylish. # Product The ad features On Running brand Cloudmonster 2 athletic shoes. The shoes are shown being worn by a person on the street of a city and have a thick white textured sole with a purple and white upper. They are designed for comfort and performance. The person is shown sitting and standing while wearing the athletic shoes. # Visual style The ad's aesthetic has a UGC feel, with natural lighting and simple framing. The editing is static and the production quality supports a casual tone. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The ad opens with a person sitting on a stool in front of a building, facing away from the camera. - 00:03–00:05 The camera zooms in on the persons shoes. This message is to showcase the Cloudmonster 2. - 00:06–00:08 The person then stands in front of a building facing the camera.

# Ad summary This Zalando ad targets outdoor enthusiasts by showcasing people hiking and camping. The ad answers the question "what to wear when we go hiking?" through a montage of individuals wearing active apparel in outdoor settings. It ends with the tagline "Discover Outdoor" next to the Zalando logo. # Brand positioning Zalando is presented as a destination for functional yet stylish outdoor apparel, catering to those who value both performance and fashion. The brand's identity is accessible and inclusive, suggesting that outdoor adventures are for everyone, regardless of experience level. Zalando aims to occupy a space in the consumer's mind as a place where you can find both the gear and the style to express yourself in nature. # Product The ad showcases a range of outdoor apparel available from Zalando. It features hiking pants, puffer jackets, athletic tops, backpacks, and hiking shoes, all designed for comfort and style while in nature. The products are presented as solutions for those seeking functional and fashionable clothing for activities like hiking and camping. The garments are diverse, fitting various body types and style preferences, promoting a sense of inclusivity. The ad implies that Zalando offers a curated selection of outdoor wear, positioning them as an ideal place to find your next hiking outfit. # Visual style The ad features a natural, outdoorsy aesthetic with a slightly desaturated color palette to evoke the feel of a forest. The editing rhythm includes smooth transitions between shots of hiking and outdoor settings, creating a sense of adventure and exploration. The ad has a UGC feel, giving it an authentic quality and enhancing the sense that it is a real-life experience. The pacing is moderate with a BPM of around 90, matching the rhythm of hiking. The editing and cuts are timed to the music to enhance the sense of movement and adventure. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The ad opens with a group of friends peering from behind a fallen tree, setting an adventurous tone. - 00:02–00:05 00:02–00:05 A woman asks what she should wear when going hiking, establishing the central question of the ad. The perspective is that of someone planning an outdoor adventure and seeking clothing advice. The question is presented as a potential pain point for consumers. - 00:05–00:06 The ad showcases people hiking in various locations, demonstrating the versatility of the apparel. The perspective is that of an observer highlighting functional outdoor wear. The scene shows diverse individuals enjoying nature, implying the products are for everyone. - 00:06–00:09 00:06–00:09 A scene of a group camping next to a lake transitions to the Zalando logo and tagline, "Discover Outdoor," which provides the solution to the initial question and invites viewers to explore their collection. The brand's perspective is promoting their outdoor apparel line as a provider of outdoor clothing.

# Ad summary This Zalando ad features Lily Collins on a crowded beach, suggesting that even when a location is overcrowded, one can still "find your style" with Zalando. It cuts between shots of people in stylish summer outfits, highlighting Zalando's range of clothing and accessories. # Brand positioning Zalando is presented as a trendy online retailer that offers a diverse range of clothing and accessories to help customers express their personal style. The brand is positioned as a go-to destination for fashion-forward individuals seeking to stand out and express themselves through their wardrobe, even in crowded environments. The brand aligns with a fun, summery lifestyle, providing fashionable options for various occasions and preferences. Zalando sets itself apart by emphasizing individuality and style discovery, encouraging customers to curate their unique look rather than conforming to generic trends. The brand positioning is primarily emotional, focusing on empowerment, self-expression, and the joy of discovering one's personal style. # Product The ad showcases a range of summer clothing and accessories available from Zalando. This includes casual wear such as a yellow sweater and patterned bottoms worn by Lily Collins, as well as swimwear and accessories like sunglasses and beach bags seen on other individuals. A standout product is a pair of iridescent sneakers held up against a scenic background. The ad highlights the variety and trendiness of the products, emphasizing that Zalando offers options for creating unique and stylish outfits. The ad suggests that Zalando is worth trying because it provides the means to express one's personal style and stay fashionable, regardless of the setting or occasion. It addresses the potential purchase barrier of limited selection by showcasing a wide assortment of styles and items. # Visual style The ad has a bright, summery aesthetic with polished commercial production quality. It uses quick cuts to transition between shots. The pacing is upbeat, aligning with the energetic music track. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with Lily Collins on an overcrowded beach, holding two glasses of juice. - 00:00–00:03 The text overlay reads: "When the forecast says overcrowded". This sets the stage by highlighting a common summer frustration. - 00:03–00:05 The ad then cuts to a man holding up iridescent sneakers in front of a scenic ocean view, along with the text overlay "Find din stil". This pivots to promoting Zalando as the solution to looking good even in crowded situations. - 00:05–00:05 The ad returns to Lily Collins, along with the Zalando logo.

# Ad summary This ad by Zalando features groups of friends hiking through a forest and camping near a body of water. The ad is a response to the question "What should I wear when we pull through?" # Brand positioning Zalando is presented as a versatile brand that caters to outdoor enthusiasts. The ad showcases a wide range of outdoor apparel, emphasizing the brand's ability to provide appropriate clothing for any outdoor adventure, be it hiking, camping, or exploring nature. The brand aims to occupy the space in the consumer's mind as the brand you think of when trying to find stylish but functional outdoor clothing. # Product The ad promotes a range of outdoor apparel and accessories available at Zalando. These include hiking boots, backpacks, outerwear, and camping gear. The products are suitable for activities like hiking and camping. The apparel seems durable, functional, and appropriate for various weather conditions, and it is made for people who love exploring nature and seek reliable and stylish gear for their outdoor adventures. The ad is telling the viewer to check out Zalando when trying to get ready for their next outdoor adventure. # Visual style The ad features a natural and outdoorsy aesthetic. The visuals are polished and of high production quality, which supports the tone and the brand's image. The cuts are quick. The pace is consistent throughout the ad. The cuts are timed to the music. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 A young woman with long blonde hair peeks into the camera from beneath a fallen log and smiles. - 00:01–00:02 00:01–00:02: A woman in an orange jacket stands and looks up into the trees. - 00:02–00:05 00:02–00:05: A group of people is hiking through a forest. This is a direct response to the previous moment. - 00:05–00:09 00:05–00:09: A group of friends is camping around a campfire.