commercialreview.nl organizes the commercial competition of which the winners of the first quarter of 2024 are now known. Participating commercials are assessed on 6 factors. Albert Heijn, Lidl and Kruidvat received the highest marks this quarter.

The first quarter of the year 2024 is over. A quarter in which we saw many new commercials and many supermarkets in particular started with a new form of communication. This bodes well for this year in terms of marketing and advertising on TV.

The best-scoring commercial of this quarter is Albert Heijn's first commercial of 2024, designed by TBWA\NEBOKO, in which the 'eye of the hamster' was central. The commercial was rated 7.6 and also scores high on other factors, such as distinctive and fun to watch, very high. In the commercial you see hamsters who want to start the new year well with vigorous exercise and healthy eating. With many good hamster promotions, the viewer is encouraged to start 2024 in a sporty, healthy and affordable way. The commercial is very popular with our panel because of its cheerfulness, the fun music and the good use of the well-known hamsters. This response summarizes the general opinion well: “Very nice, even though this wouldn't be possible in real life, it is still nice to make up with the famous hamster from AH, nice music, nice song and nice that the text has been adjusted. Images are fun to see. The message is clear.”

Second place goes to Lidl, with the Safari mini's commercial, produced by Lukkien. In this commercial we see cheerful safari animals together in a jeep. This commercial should encourage people to start saving all their minis. The cheerfulness of the commercial is highly appreciated by our panel, resulting in a score of 7. In addition, the commercial also ends up in the top 3 in the categories 'fun to watch' and 'incites action', among others.

This reaction in key words summarizes the general assessment very well: “Fun, nice, well thought out, conviviality, nice music, catchy”

Kruidvat is in third place with a score of 6.6. Kruidvat started a new Beauty commercial this year, designed by DDB Amsterdam. With this commercial, Kruidvat wants to convey that it makes the world of beauty accessible to everyone. “With the latest, trendy beauty products for the best price. The youngest generation often already follows the latest beauty trends and the associated terms are anchored in their spoken language. But for people who are a bit older, that 'beauty snake' is abracadabra nine times out of ten.” Many viewers recognize the generation gap and the associated terms and can't help but laugh at this, even though it is a bit over the top.

This response summarizes the reactions well: "In keeping with the times. Many trends that are shared online among young people, which parents do not get. Nice ending with a joke."

We congratulate the winners on these great results!

Another striking result

The CEWE commercial, designed by Ed Stibbe & Co, was shown on TV in January and revolved around making a photo yearbook: a yearbook full of memories from the past year. This short commercial appealed to many of our panel members, which is well summarized in this response: “Clear commercial that clearly conveys that your beautiful memories deserve a CEWE photo book. The images show Danielle Regout, a now permanent main character for CEWE, leafing through her yearbook with a smile and being happy with the beautiful memories. The commercial is short, clear and therefore powerful. The commercial therefore also scores high on “Credible” and “Calls to action”

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