February was of course largely dominated by the Olympic Games, which was also paid attention to in a number of commercials. In this column we discuss the most striking commercials of the month of February.

One of these commercials is from the Dutch Lottery, designed by TBWANEBOKO. In this commercial, the Dutch Lottery shows that they are closely connected to Dutch sports with their annual contribution and sponsorship of TeamNL. Kjeld Nuis, Antoinette de Jong, Sjinkie Knegt, Sven Kramer and Lisa Bunschoten can be seen in this new commercial from

n Dutch Lottery, as figureheads for the importance of supporting all sports in the Netherlands. All parts of the Dutch Lottery want to radiate that top sport is inspiring.

The commercial is appreciated by the viewers and evokes a positive feeling, which is well summarized in this response: “Very Olympic-oriented, proud of the Netherlands.” On the other hand, we also regularly see that viewers have nothing to do with the lotteries, which makes the commercial less appealing to them, but The images still provide them with appreciation for the contribution made to Dutch sport.

GUHL also certainly attracted attention this month with the Hairitage commercial, designed in collaboration with Ad Alliance. The commercial pays tribute to the hair care brand Guhl and the memories people have with the brand. Scent is central to the commercial with a feminine touch. This commercial stands out because it cannot be called a standard shampoo commercial. A slightly different and intimate approach has been chosen, which is highly appreciated by many viewers, while a number of viewers do not understand it well and find it a bit strange. The interesting thing is that there are few average reactions to this commercial, which certainly indicates that the commercial is attracting attention. A point for improvement is to make the commercial even clearer and less “vague” so that viewers understand the message even better.

The Oranje Fonds has once again been able to draw a lot of attention to this wonderful organization and the work they do with two commercials. The first commercial focuses on the 20th anniversary of the Oranje Fonds. This commercial mentions a number of great volunteer projects from recent years as examples of what the Oranje Fonds can contribute.

The second commercial focuses on NLdoet, which is organized by the Oranje Fonds on March 11 and 12, 2022, together with thousands of social organizations in the country, making it the largest volunteer action in the Netherlands. NLdoet puts volunteer work in the spotlight and invites everyone to make a difference for a day and matter, which is clearly evident in this commercial. The commercial is well received by many viewers and arouses interest. The call to action is also well understood, which is evident from this response: “I think it is a good advertisement because it encourages people to do something good, and the website is also clearly mentioned where you can find more information.”

Then we come to the Etos commercial with the title “Long Live Your Body”, designed by NEEW. The theme of this campaign is on the one hand a celebration of the body and on the other hand it is a wish: Etos wants viewers to be able to continue to enjoy their bodies for a long time to come. Etos wants to do everything it can to make viewers marvel at their special bodies. “Because what a magical machine that body of yours is.” In this campaign, Etos will show all the details of the body, where the skin is central in this commercial. By creating this sense of wonder, Etos wants to inspire customers, but above all proactively help them continue to enjoy that wonderful body for as long as possible.

The commercial is generally positively assessed and well understood by viewers, which is evident from, among other things, this response: “Nice commercial and certainly not a bad idea to take vitamin D in the winter.” A point for improvement that comes up a number of times is that the commercial is judged by some as “calm” or “boring”. The message can possibly be conveyed even better by making it more lively and appealing.

We conclude with the cheerful notes of Kruidvat with 2 short spring commercials in the Fresh and Whistling campaign, designed by DDB Unlimited in collaboration with Eigen Fabrikaat. In the commercials we again see “typical Lies” situations that make you laugh! We see that the Kruidvat advertisements are increasingly appreciated and are also well recognized as Kruidvat advertisements. That is definitely a compliment.

An area for improvement that still comes up every now and then is that people do not want to associate themselves so quickly with Lies' clumsiness and that this can also influence the association with Kruidvat. Nevertheless, the average figures of the Kruidvat commercials are as high as ever and we can happily enter spring with these two commercials!

Read the column on MarketingTribune here