Zalando's pre-owned ad plays into the classic post-breakup trope. The ad features multiple slow motion scenes featuring couples mid or post-breakup. In one instance, a woman is throwing clothes at her girlfriend, presumably encouraging her to pack and leave. In another, a man is seen tossing his ex's clothes into a dumpster.
At the end of the ad, the narrator informs the audience that there are other solutions to throwing away an ex's clothes. Instead, the ad suggests people utilize the brand's pre-owned feature, giving a second life to those wardrobe items one may not want to see again. The timing of the ad arrives perfectly, as many can relate to relationship tensions as the COVID-19 pandemic continues.
Image Credit: Zolando
What's Driving This Trend
- Post-breakup Advertising
- Opportunity to create humorous and relatable commercials that appeal to consumers going through relationship struggles.
- Sustainable Fashion
- Pre-owned clothing market represents an opportunity to reduce fashion waste and encourage more eco-friendly consumption.
- Narrative Marketing
- Creating ads or campaigns that tell a story can engage viewers and create emotional connections to a brand.
Who This Affects Most
- Fashion Retail
- Pre-owned clothing feature can attract environmentally conscious consumers and provide a new revenue stream.
- Marketing and Advertising
- Creating clever and emotionally driven campaigns can attract clients and generate buzz for their business.
- Entertainment
- Humorous commercials can appeal to audiences and potentially go viral on social media, leading to increased brand visibility.
