The commercials from Centraal Beheer and McDonald's are in shared first place, both with a score of 7.6.

The Centraal Beheer commercial was designed by DDB Unlimited and is the 62nd commercial in the famous “Even Apeldoorn Callen” series. In the commercial we see how a seemingly minor confusion at the office of a transport company has major logistical consequences for a student who wakes up at sea. “Just when you think you've done the job, your boss starts yelling at you. But is that right? About how a small mistake can cause a big stir. Exactly, just call Apeldoorn.” Our panel really appreciates the commercial, which is evident from these reactions: “I think it's super funny, a typical “just call Apeldoorn” commercial” and “Just think about it, but then it's a lot of fun. Old-fashioned calling Apeldoorn!” The commercial also scores high on the factors "fun to watch" and distinctiveness," which rightly makes the commercial one of the summer winners!

The McDonald's commercial was designed by TBWANEBOKO and revolves around the message: “Summer is for sharing.” This McDonald's commercial tells the story of an English girl who falls in love with holiday worker Koen at a Dutch campsite. Their romance blossoms and is sealed with a kiss at their favorite restaurant while sharing French fries. What makes the film extra special: the girl teaches the boy her language, namely sign language.

The commercial radiates a lot of cheerfulness and warmth. It is good how this feeling is built around the brand and the French Fries, which play a leading role, so that this feeling can be associated with McDonald's. We notice that viewers really appreciate this, which is evident from these reactions, among others: “Very different from what you are used to from McDonalds, nice” and “warm commercial, not the standard holiday love commercial; it still gives that holiday (love) feeling, but with a deeper message.”

Oranje Fonds is in third place with another appealing commercial designed by B.R.A.I.N. Creatives and revolves around the theme “Together for the Neighborhood”. With this, the Oranje Fonds wants to make it clear that an involved society matters. After all, participating in society and having the feeling that you matter starts in your own neighborhood. That is why the Oranje Fonds strengthens and connects initiatives that contribute to this all year round. The commercial focuses on one of those initiatives, just as an example of a great project was central in previous campaigns. We see that our panel appreciates both expressions and that it appeals to them, which is evident from this response, for example: “Maybe I should see if my help is needed in the area.” The commercial therefore scores on average high on, among other things, "credibility" and "incitement to action", making this a very successful campaign.

We saw a few more striking results, of which the Bol.com commercial stands out because of its high score on the factor “fun to watch”. The commercial, designed by DEPT Agency, fits in with Bol.com's humorous commercials. This commercial is also appreciated by many viewers for the humor and the unexpected twist in the commercial.

The ALDI commercial, designed by INDIE Amsterdam, scores relatively high on the “Call to action” factor. Many viewers recognize the situations depicted in the commercial and after seeing the commercial are more inclined to go shopping at Aldi, which is of course a desired effect of the commercial.

What is striking about almost all of this summer's winners is that the commercials are part of a fixed line or style in campaigns. While Centraal Beheer is publishing part 62 of a series, ALDI and Oranje Fonds are also setting up a permanent line in their communication and campaigns. This seems to work well and in any case ensures a lot of recognition and profits from the summer competition on commercialreview.nl

We congratulate the winners of the months of July and August!

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