Everyone goes to the Christmas ball in Mother’s Zalando ad


Here’s a supremely joyful Christmas ad. Mother’s pan-European spot for online clothing retailer Zalando features a young man taking his grandmother to a big Christmas community ball, where everyone is welcome.

The parade of styles, ages, and ethnicities feels entirely natural and means that repeat viewing won’t get boring — especially when it’s set to the soundtrack of T-Rex’s Cosmic Dancer.

Jonny Ng, director marketing strategy & campaigns at Zalando, said: “During the festive period we want to capture the diversity of our audiences and the many unique ways they celebrate together. At Zalando we know that style is never defined by age, gender, look, shape or background.”

Berlin-based Zalando claims to be Europe’s biggest online fashion platform, selling 2,000 brands to 28 million customers.

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.