For many, the month of January will have been all about a new and healthy start. A great moment to start the new year with a fresh attitude! This was also visible in the commercials released in January, many of which focused on health and a good start. In this column we highlight a few of these commercials and also discuss two other striking commercials.

The first commercial we discuss this month is Aldi's, designed by INDIE AMSTERDAM, with the title: “Just as happy 2022, but cheaper”. With this, ALDI wants to communicate a clear promise: the same quality of life as you are used to, but cheaper. This new form and approach are in line with the 'Natural Well campaigns', but with these new campaigns, Aldi wants to add more emotion by depicting situations from everyday life. Everyone recognizes the products that belong to these moments. “In short, exactly the same quality of life that you are used to, with the small and big joys, but cheaper.”

The commercial is appreciated by our panel because it is seen as a strong and clear story: “The commercial is clear and conveys the brand directly and well.” The new approach is also appreciated compared to the previous commercials. As a point for improvement, we see a number of times that Aldi must be careful not to become too similar to other supermarkets in their communication with the same type of slogans and family situations, which would be at the expense of their distinctive character.

The next commercial is from Kruidvat, designed by DDB Unlimited in collaboration with Eigen Fabrikaat. The purpose of this, again humorous commercial, is to convey that there is a lot of expertise within the Kruidvat branches. What not everyone knows about Kruidvat is that all its branches employ qualified (assistant) druggists who can give customers good advice. In her hectic life as a single mother in which she has to do everything, Lies receives good advice from the Kruidvat employee.

Our panel appreciates this commercial again and immediately recognizes it as a clear Kruidvat commercial. Lies provides a lot of recognition as an “ordinary Dutch person”, although we see the following point for improvement a number of times, well summarized in this response: “A woman who does not have her life in order. why would anyone want to follow her example?” Lies' role can therefore possibly be made even stronger.

Dirk also responded to the new year in January with the commercials “Dirk keeps 2022 affordable”, designed by Total Design. In this series of commercials, Dirk responds to the rising prices of gas, electricity, petrol and insurance, while groceries remain affordable. Dirk will keep prices affordable for the Netherlands in 2022 and thus sets the tone for the new year. The message is of course appreciated by the viewers. It is a simple but powerful message that comes across to the viewers.

Then we come to the WRTS commercial, designed by Here. with the message: “Relaxxxx, no stress. Do you have a school test and haven't studied yet? Or do you not understand it at all? WRTS helps you with affordable learning. With exercises, practice tests. explanation videos and tutors.” The commercial focuses on skating young people who appear very relaxed and in control. That is also the image that WRTS wants to convey: “Everyone less stress and you more time to chill outside”. The commercial is clear and appeals to most viewers, although not everyone is in the target group. This response summarizes the general feeling well: “Smooth advertising, contemporary and aimed at youth.” We conclude with the commercial of the cooperative Rabobank, designed by 180 Amsterdam. This commercial is part of the brand campaign 'A better living future' in which Rabobank wants to say that it is there for homeowners who want to become more sustainable or for whose financial situation is changing, but also for starters for whom the housing market is currently difficult to enter. The commercial focuses on three storylines of people who all have their own challenges in the housing market. For example, we see a young couple looking for their first home, a woman who works less to care for her mother, but still has to pay her mortgage, and a grandfather who wants to make his house more sustainable.

Many viewers recognize the problems in the housing market and that is why the commercial and its message are certainly appreciated. Some viewers do wonder what exactly Rabobank will do to contribute to solving the problem, but this will be made clear in the remainder of this campaign. Rabobank promises to come up with various solutions to both the housing shortage and sustainability. The overall most important feeling about this commercial is well summarized in this response: “People-oriented, involved and reliable”.

Read the commercial here on MarketingTribune