The latest spot for Zalando from Mother London starts out like a typical fashion film—but then loops back on itself to give different, less stereotypical, perspectives on the same sequence.
The film, directed by Leila & Damien at Blink, takes us on a journey through a funfair. As an androgynous character in green walks through, we see various characters interacting, but then the film rewinds and shows them again, wearing different styles and even changing gender.
For example, the first scenario shows a man kissing a woman and giving her a tiny teddy bear, but in the final version it's a man kissing another man and handing over a giant bear. There are also a bunch of women in pink dresses whose outfits are transformed in each scenario, while the security guard at the gate gets more and more colorful and fabulous.
The ad features Metronomy track "Salted Caramel Ice-cream." It is accompanied by print work captured by Tom Craig and social films directed by Tash Tung. The endline is "Goodbye stereotypes. Hello Zerotypes."
"For our Spring ‘20 campaign we want to celebrate Zerotypes—a belief that people should be free to be as they are with no types, expectations or limits to define them,” said Jonny Ng, Director Marketing Strategy & Campaigns at Zalando in a statement. “As Europe’s leading fashion platform with more than 29 million customers, we understand the wide variety of each person’s individual style and that stereotypes have no place in modern society.