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Zalando “Pre-owned. Drama-free” 2022

Zalando “Pre-owned. Drama-free” (2022) is a Zalando commercial directed by Alice Moitié, produced by Iconoclast Germany GmbH. It won 3 awards, including ADC*E 2022 Gold Film & Audio — Craft – Music and Sound.

This ad humorously depicts the common dramas of buying and selling pre-owned fashion, contrasting them with Zalando's drama-free experience.

Video: Zalando on YouTube

Shot by shot

  1. A man with long hair and a mustache looks at a phone screen with a pair of jeans and a message, his hand pressed against a rainy window.© Zalando0:00
  2. A young man with a mustache lies in bed, holding a pillow and a pair of jeans, then opens his eyes and smiles, with a text bubble appearing.© Zalando0:04
  3. A man with a mustache and bun sits on a couch, holding up a piece of denim clothing, with text messages floating next to him.© Zalando0:06
  4. A person with long dark hair sits barefoot on a green chair in a teal room, turning their head to look at the camera.© Zalando0:08
  5. A man with long dark hair and a mustache looks over his shoulder at the camera, with a text bubble saying "No." next to him, in a blue room.© Zalando0:09
  6. A man with long dark hair and a denim jacket stands in a doorway, looking surprised and gesturing with his hands as text appears on screen.© Zalando0:11
  7. A man with long hair and a mustache, wearing a denim jacket, smiles at the camera with his hair blowing back, standing in an open doorway.© Zalando0:18

Stills © Zalando. Made by Iconoclast Germany GmbH and Alice Moitié.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Show the drama of pre-owned fashion, then offer Zalando as the solution.

Tagline: “Pre-owned. Drama-free.”

problem_solutionhumorous exaggerationdirect address to cameravisual metaphors for dramafast-paced editingmusical storytelling

The cut

Length
20 s
Shots
7
Average shot
2.9 s

What creatives use Zalando “Pre-owned. Drama-free” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Zalando “Pre-owned. Drama-free”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man with long hair and a mustache looks at a phone screen with a pair of jeans and a message, his hand pressed against a rainy window.© ZalandoA young man with a mustache lies in bed, holding a pillow and a pair of jeans, then opens his eyes and smiles, with a text bubble appearing.© ZalandoA man with a mustache and bun sits on a couch, holding up a piece of denim clothing, with text messages floating next to him.© ZalandoA person with long dark hair sits barefoot on a green chair in a teal room, turning their head to look at the camera.© Zalando
    Frames from Zalando “Pre-owned. Drama-free”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Zalando “Pre-owned. Drama-free” in order, with its length, framing and what happens in it.

    A man with long hair and a mustache looks at a phone screen with a pair of jeans and a message, his hand pressed against a rainy window.© ZalandoA young man with a mustache lies in bed, holding a pillow and a pair of jeans, then opens his eyes and smiles, with a text bubble appearing.© ZalandoA man with a mustache and bun sits on a couch, holding up a piece of denim clothing, with text messages floating next to him.© ZalandoA person with long dark hair sits barefoot on a green chair in a teal room, turning their head to look at the camera.© ZalandoA man with long dark hair and a mustache looks over his shoulder at the camera, with a text bubble saying "No." next to him, in a blue room.© ZalandoA man with long hair and a mustache, wearing a denim jacket, smiles at the camera with his hair blowing back, standing in an open doorway.© Zalando
    Length: 20 s · Shots: 7 · Average shot: 2.9 s

  3. 03Ad ideas: every spot built on a problem_solution

    Before you present an idea, you need to know who has done it, and how.

    Zalando “Pre-owned. Drama-free” is built on a problem_solution. Search the library by idea to see every spot that uses it.

    Inspired by Iceland “Sweatpant Boots”© Inspired by IcelandCampbell's “Campbell's Instead”© Campbell'sTelia “Playing Apart”© TeliaSheba “Hope Grows - The Wonder of Coral”© Sheba
    Inspired by Iceland · Campbell's · Telia · Sheba

More commercials by Alice Moitié

  • Engie "Engie" (2024) commercial still© EngieEngie “Engie” 2024Dir. Alice Moitié · Publicis Group

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013
  • Superga S.PA "The Challenge" (1998) commercial still© Superga S.PASuperga S.PA “The Challenge” 1998Dir. Tarsem · Pirella Gottsche LoweEpica Grand Prix 1997
  • Levi's "Backstory" (2026) commercial still© Levi'sLevi's “Backstory” 2026Dir. Kim Gehrig · TBWA\Chiat\DayAICP Awards Winner 2026

Questions

Who directed the Zalando “Pre-owned. Drama-free” commercial?

Alice Moitié directed it, produced by Iconoclast Germany GmbH.

What awards did Zalando “Pre-owned. Drama-free” win?

3 awards, including ADC*E 2022 Gold Film & Audio — Craft – Music and Sound, ADC*E 2022 Gold Film & Audio — Online Videos and ADC*E 2022 Silver Film & Audio — TV/Cinema Commercials.

What is the tagline of Zalando “Pre-owned. Drama-free”?

“Pre-owned. Drama-free.”

Sources for the credits and awards

adceurope.orgadceurope.org