Most people have to face the question of what to wear every morning. In a busy fashion season, European e-commerce company Zalando positions itself as a way to make the answer easier in a campaign starring Willem Dafoe as a style icon.
A 30-second ad, created by agency Wieden+Kennedy Amsterdam and directed by Aube Perrie, is set on a crowded metro train, where the passengers are all browsing Zalando on their phones.
Each faces their own style dilemma. Model and actor Luka Sabbat wonders what to wear on a first date, while actor and model Brigitte Nielsen spots a couple making out and wonders what she can wear “to get some of that.”
Sabrina Bahsoon, known as Tube Girl in her viral TikTok videos dancing in the London Underground, wonders what she needs to wear to get a seat while showing off her pregnant belly.
Meanwhile, a woman wonders what she should wear to look iconic, when Dafoe confidently struts onto the train in cowboy gear, peeking over Sabbat’s shoulder to find a picture of himself.
The hero spot is accompanied by five 15-second films each focusing on a different character.
A woman wondering what to wear to hide pimples applies stars to her face to the sound of the Super Mario Bros. power up music. A guy sports a vest with plenty of pockets to tuck away gifts as he prepares to visit his grandmother.
The campaign introduces a new brand positioning and identity for Zalando. It incorporates social, digital out-of-home, and posters from photographer Sophie Jones, which show characters asking what to wear for scenarios including a 60th birthday or an ex-boyfriend’s wedding.
“We are evolving our brand to play a greater role in our customers’ lives,“ Anne Pascual, senior vice president design, marketing and content at Zalando, said in a statement. “This evolution is all about style confidence and redefining how our customers connect with fashion and lifestyle.”