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

Kruidvat's summer campaign, designed by DDB Amsterdam, consisted of several parts that were released through different channels. 3 of these expressions were tested on commercialreview and achieved the highest score (7.4) in the third quarter, making Kruidvat the winner of the commercial competition for this quarter. The campaign takes us on Lies' holiday: a trip for singles. Of course, everything here turns out differently than hoped and expected. With the necessary humor in a minute-long film, the viewer becomes part of Lies' fate and we eventually arrive home with her when normal life starts again after the holidays. The campaign is appreciated for its striking approach because it was tackled cross-media and of course because almost everyone knows Lies and her life.

Centraal Beheer finished in second place with the commercial 'Help with absenteeism? It will be fine, our specialists will help you with insight and solutions.' In the commercial, designed by DDB Amsterdam, we see a boss on the construction site who is concerned whether his employee has called in sick, which could get him into trouble. Fortunately, it later turned out that the employee was only in 'dire need' and relieved himself at a great height. The humor works well with our viewers and conveys the message of the commercial well. This gives this commercial a score of 7.3, which is a great achievement. The commercial also scores high on the factors 'Distinctive' and 'Fun to watch.'

Third place this quarter goes to Trekpleister, which introduces a new brand strategy, Slogan (What can we make you happy with?) and a new character with an introductory campaign: Aaf, the helpful Trekpleister branch manager. The commercial was designed by DDB Amsterdam & Eigen Fabrikaat. We see that many viewers appreciate this and like the introduction of this character. The commercial scores a 7.0 and also scores high on, among other things, 'distinctiveness' and 'Fun to watch'. The commercial is also quite striking because it is an animated film, which of course we don't see very often as TV commercials.

What else stands out

The Old Amsterdam commercial scores high on the factors 'Credible' and 'Incites action'. In this short commercial, designed by Lifehunters, we see the introduction of a new product: the Tasty Grill. This is a cheese burger that is attractively presented in combination with a number of dishes. The commercial itself is short and sweet and is really about introducing the Netherlands to the new product and calling on them to give it a try. That goal seems to have been achieved, as the interest has been aroused among many viewers.

The commercials from the Oranje Fonds (B.R.A.I.N. Creatives) and CEWE (No Tomato) also score high on the credibility factor. We see this regularly at the Oranje Fonds: the message is conveyed credibly through the personal and inspiring stories, which is a great achievement.

For CEWE, provider of photo books, among other things, it is certainly a great achievement to achieve this high score. In the summer commercial we see a main character who looks back on her summer with her photo book. This makes it a personal insight into her life, which many of our panel members appreciate and find credible.

We congratulate the winners on the great results!

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