Last month we saw a lot of corona-related commercials. The panel wonders whether everyone has the same advertising agency these days...

We start with the a.s.r. commercial, designed by TheMerge agency. The commercial entitled This is the time to do it – the Netherlands is doing it, shows the social character of the Netherlands. Mark Rutte's appeal was: Pay attention to each other and the Netherlands is doing that, according to a.s.r. Our panel assesses this commercial largely positively, which is evident from this response: 'Very nice commercial with a warm feeling and a clear urgent message.'

Point for improvement: too sweet comes back a number of times.

The Association of Real Estate Agents and Appraisers (VBO) was designed by Total Design. This commercial is about the value of your house, which, especially nowadays, is different from the price of your house. Many viewers appreciate the beautiful video and almost everyone recognizes the importance of the house, especially now.

Point for improvement: it became clear that the vast majority of viewers had never heard of VBO. But this video also did not make people very curious to know what VBO is (average curious score of 4.9 out of 10). There seems to be a trigger missing that arouses interest.

The third commercial we discuss is a joint internal production of the Dutch Banking Association and the Dutch Payments Association. This commercial warns the Netherlands that people are abusing the situation by offering an "anti-bacterial debit card". “Don't fall for it!” is the call.

This commercial is simple but effective. It makes a clear appeal that is well received.

Zeeman's crisis commercial was designed by Persuade with the title: “We do it for each other #heldopsokken” This commercial wants to make it clear that you are really a hero if you stay at home and therefore walk 'in socks'. Our panel indicated that they appreciated the tranquility of the commercial: Quiet, no busy texts and images. But good call to do the right thing.”

Point for improvement: the comments come back a number of times: not really to the point and where is this commercial going?

The fifth commercial is from the ANWB, designed by Yune, with the title: Even though we keep our distance, we stay close. The commercial is generally rated positively, but this reaction is striking and often recurring: 'Nice emotional video, but the ANWB does not add much to me.' The video is very good and appealing, but the link with the ANWB seems to be missing and therefore feels slightly less appealing.

Supermarket chain DEEN, in collaboration with I-MOR, is also making itself heard in this time of crisis with the message: 'On behalf of all employees: thank you'. In this commercial, DEEN staff expresses their gratitude to the Netherlands for their trust in DEEN and keeping their distance in the stores. Our reviewers really appreciate that our own staff is central to this commercial. That makes it personal and more sincere.

Point for improvement: it is stated several times that this commercial is very similar to many other crisis commercials and therefore has little differentiation. This makes it easier to forget the link with DEEN.

The commercial from the Construction Markets Trade Association, designed by Alfred International, with the title 'Together we can do this big job!', is highly appreciated, apart from the fact that reviewers here also indicate that they are done with all the crisis commercials.  Panel response: 'Great: collaboration with several hardware stores. Exuding unity is good in these times.'

The last commercial we discuss today is from the Oranje Fonds, designed by Jalt. The title is: Even now, no one should be alone and calls for us to look out for each other and help others. Many advertisers seem to make this call, but at the Oranje Fonds it has always been the character. That is why this commercial fits well and is appreciated, even though the panel regularly responds: 'More of the same.'

After seeing all the corona commercials, it has become clear that advertisers must constantly keep in mind: does this message fit my brand or are we just trying to respond to the current situation? Many advertisers have understood this well and came up with effective, suitable gems for which kudos!