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TV Spot – der gepflegte mann
Briefing
Penetrate the domain of the online shop
Questions that arise
How do we stand out from the competition? How do we achieve a recognition value between shop and TV spot? How do we get the attention we need?
Solution
We use the most important product categories of the shop as a guideline that defines the images of the TV spot. At the same time, we abandon classic product advertising and instead let role models “speak” by placing real, cool, individual, but above all self-confident types at the centre of our spot.
How
dergepfletemann.de is neither DM nor Douglas and shows a clear edge as a pure men’s shop. The shop is not playful and our spot isn’t either. We confess to hard contrasts.
We know that the commercial break is used for going to the toilet, the 2nd screen or refilling chips. This makes a LOUD TV spot even more important – not only on a sound level, but also on a picture level. A high contrast of typo and image ensures that the TV still cries out for attention from the corner of the eye.
Many thanks to Mark Volz for the great Making-Of pictures for our TV commercial!
