The winning commercial (7.2) is from Bever with the title “Experienced in the outdoors”. The commercial was designed in collaboration with Off the Richter and Eigen Toko. The commercial focuses on our own employee Heleen, a colleague with a lot of experience when it comes to being outdoors and outdoor sports. That is exactly what Bever wants to convey: “Bever employs employees (Outdoor experts) who have a passion and a lot of experience for Outdoors. And with all that experience in Buiten, she is uniquely able to help customers with the right products." We see that many of the viewers understand and appreciate the commercial. The commercial is also the winner on the “credibility” factor, which makes this campaign successful, because that is exactly what should be conveyed. Who better to tell the story than experienced colleagues?

In second place comes Kruidvat's summer campaign (7.1), designed by DDB Amsterdam. This is the first episode in this multi-part summer campaign from Kruidvat, in which Lies goes on a singles trip with a friend. Of course, things turn out a bit differently than expected and Lies reports on this on social media, among other things. We see that our panel appreciates this campaign for the humorous and sometimes recognizable clumsiness of Lies.

Aldi's commercial ended in third place, entitled “Just as fresh from our own country, but for an ALDI price”, designed by INDIE Amsterdam. This commercial focuses on Dutch fruit and vegetables, “brought fresh from our own country to your plate with lots of love and care.” The commercials score a 7 and also receive the highest score on the factor “incites action.” The commercial therefore has an effect and is assessed very positively.

We congratulate the winners on these great results!

What else stands out

We see that Etos' Mother's Day commercial scores high on credibility. This commercial was developed by NEEW. Our panel appreciates the commercial for the beautiful and sweet images and the appealing teenage voice. This combination ensures that the message comes across as credible, which is a compliment to this commercial.

In addition, we see a high score for the summer commercial from bol.com on the factor "fun to watch". The commercial was designed by DEPT Agency and wants to convey that the waterfront does something for people. “As soon as we come near water, our behavior changes: clothes can be taken off, we play like children again and we are not at all embarrassed.” With this summer commercial, bol.com wants to inspire everyone to grab that free feeling and splash around in their own way this summer.

The humor of the commercial is appreciated by our panel. We are of course used to this from bol.com, but they manage to give viewers a laugh every time and that is why this commercial gets a 7.3 on the factor “Fun to watch.”

The last notable score is for Centraal Beheer on the "Distinctive" factor. The commercial was designed by DDB Amsterdam. This campaign focuses on making your home more sustainable. Here we see how musing about solar panels creates the necessary tension. The message of the commercial is:  When you jump out of a plane, there's a lot to deal with. Just like making your home more sustainable. Can't you see the sky through the clouds? It'll be fine. Just call Apeldoorn! We see appreciation from many of the respondents for this commercial and for the humor in it. Not everyone understands the commercial and the message the first time, but that is precisely its strength and therefore a relatively high score on this factor.

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