Senior Growth Marketer
Overall Score
52 / 100
Highest Focus
A score of 83.06 occurred at 25 seconds when the text “What do I wear?” appears on screen, effectively emphasizing the main purpose of the commercial and underscoring the key reason for its success.
Lowest Focus
A score of 21.1 occurred in the 23rd second when the footsteps of the person walking are shown.
Highest Clarity
A score of 98.66 was achieved at the start of the ad when the logo of the brand was shown demonstrating the clarity of its message.
Lowest Clarity
A score of 55.76 was captured at 14 seconds when there was a scene involving a couple.
Highest Attention
A score of 67.66 was recorded at 2 seconds when there was an intriguing shot of passengers holding the hand bar at the metro, trying to grab the attention of the viewers.
Lowest Attention
A score of 27.45 was recorded at 25 seconds when the ad was about to end and had too many active movements in the frame.
Summary
Zalando’s ad directed by Aube Perrie shows strong performance in Focus (83.06%) and Clarity (98.66%), suggesting that the key elements are well defined and the message comes through clearly. These scores indicate that viewers who engaged with the creative were able to understand its central theme and identify the most important elements with ease.
There is an opportunity to further strengthen Attention (27.45%) and Percentage Seen (37.52%). While the message is clear for viewers who engage, stronger visual or narrative cues could help capture attention earlier and encourage more sustained viewing. Refining these moments may help the creative build stronger engagement and increase the proportion of the ad that viewers take in.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Storytelling: The ad could be strengthened by developing a more compelling narrative that connects the different fashion dilemmas and showcases the brand's unique value proposition. This would help viewers relate to the characters and their choices, making the ad more memorable.
Creative agency: Wieden+Kennedy Amsterdam
