For their spring/summer men’s campaign, fashion e-tailer Zalando has pocketed Hollywood star James Franco to star and direct a TV spot promoting the so-called “Man Box”.

In the video, Franco points out how men prefer things like fishing or cooking over shopping, because “we don’t shop, we decide”. “It’s a Man Box” was shot in the streets of Los Angeles. The spot is part of a wider campaign also encompassing print and out-of-home media which kicked off in all Zalando markets yesterday.



“Men do have their very own shopping behavior. Therefore we are not telling them what to wear, but we are simply showing them, where they can get their favorite brands and outfits from - not more, not less. James Franco’s subtle humor matches the target audiences and encourages them to make their own decisions”, said Carsten Hendrich, VP Brand Marketing at Zalando.

On their site, Zalando currently offers five different occasional topics (“On the road”, “Streetlife”, “On form”, “Gallery crowd” and “Lost weekends”) which help male shoppers make their own “man box” selection.  

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