commercialreview.nl organizes the commercial competition of which the winners of the fourth quarter of 2024 are known. Participating commercials are assessed on 6 factors. Bol, HEMA & Lidl received the highest marks this quarter.

The fourth quarter naturally led up to the holidays, with the Christmas commercials topping it all off. We have not included these in this competition because we have organized a separate commercial competition for them, the results of which can be found here.

T he Sinterklaas commercial is in shared first place. This was designed by DEPT Agency and scores a 7.4. In this commercial we see a little boy who does everything he can to get his wish list to Santa, so that Sinterklaas knows exactly what he wants. But his faithful friend, dog Bruno, tries to prevent that. He is afraid that his owner will forget him when new toys arrive. Ultimately, one of the gifts on the list turns out to be something that the boy and Bruno can enjoy together. The commercial is highly appreciated by our panel, which is very well summarized in this response: “funny commercial. Fits well with this time. The message is clear.” The commercial also scores high in other categories including 'Fun to watch' and 'Distinctive'.

The other commercial in shared first place is HEMA's Sinterklaas commercial, which also received a 7.4 rating. The commercial was designed by Hotel L'Amour in which Siepie and Takkie play a leading role and Sinterklaas does not give the warmest welcome to the HEMA store. A call to action in this campaign is that Hema calls on children to come and put their shoe in the store. The fact that this commercial is appreciated is evident from the high scores in the categories 'Calls to action' and 'Distinctive', among others.

The general feeling about this commercial is well summarized in this response: "Very funny! Nice Takkie and Siepie in the leading roles again. HEMA has taken a very strong path by making the brand so iconic again."

Third place this quarter goes to the “I go to Lidl for… better choices!” commercial from Lidl, designed by Alfred. The commercial receives an average score of 6.8. This campaign emphasizes Lidl's wide range of healthier and sustainable products, and shows that the healthier choice at Lidl is not only easy, but also affordable.

The fact that this commercial is popular is evident from, among other things, this response: “Good advertising to promote healthy eating, but humor with the contrast of what is in the oven.”

We conclude with two more striking results for Sinterklaas commercials again. Etos' Sinterklaas commercial, developed by NOISE Amsterdam, achieved the highest score on the Credible factor. That is a great achievement, especially during the storm of Sinterklaas and Christmas commercials. The commercial focuses on gift inspiration, working towards the slogan “Beautiful, from Etos”. The commercial evokes positive emotions among our respondents and above all has a clear message, which is well summarized in this response: “Colorful, simple, short. Good advertising, you immediately understand what it means and that it is from Etos.”

The Intertoys commercial also ends up in the top 3 on the 'Credible' factor. The commercial was developed with Vlimse & Active Studios and revolves around playing, which children can do in many ways. In addition, the wish list that many children make based on the Intertoys playbook is central. The commercial brings back memories of the past for many of the respondents, which is clearly evident from this response: “Very funny! It also reminds me of the past, when the toy book arrived on our doorstep”

We congratulate the winners on the great results!

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