The first striking commercial of February is from Robijn, designed by Wunderman Thompson. This commercial introduces a new product: Dry Wash. With this product it is possible to refresh your laundry between washes, so that you can wear it more often without washing. The commercial is very fresh, cheerful and colorful, which fits well with the start of spring. The cheerfulness and freshness gives good associations with the product, which also makes many viewers curious about this new product. This response is a good summary: “Smooth commercial that quickly gets to the point and contains beautiful images.”

Exact Software's commercial, designed in collaboration with KAAPS, certainly attracted attention this month as it is not often the case that software companies advertise on TV. That is why this is certainly a nice and daring step by Exact. The commercial responds to the feeling that “numbers have never had such a big impact on our daily lives” and “we are all looking for something to hold on to and a grip on.” Exact can help entrepreneurs with this with software solutions. The commercial is well appreciated and has a clear message. A number of viewers indicate that they personally cannot do much with this, but that is logical since not everyone is an entrepreneur and falls within the target group. In short, a very good commercial for expanding Exact's brand awareness.

It is nice to mention that the ANWB also had a business commercial in collaboration with Yune last month. We will continue to monitor and investigate the effects of advertising on TV in the B2B market.

The next commercial is from MediaMarkt, who, together with Wunderman Thompson, have responded very quickly to the changing regulations for retailers. Click and collect was introduced in February and MediaMarkt immediately responded with this commercial. Beautiful images make it clear that it is sometimes difficult to wait for the delivery of your order. Why not just pick up your order at MediaMarkt the same day? They are ready. It is great to see how flexible retailers are by quickly adapting to the new regulations. The message gets across well to the viewers and this response summarizes it well: “Nice advertisement, suitable for the times, delivered with humor.”

Dirk's commercial, designed by Total Design, makes it clear in a simple and clear way that unhealthy food has become much cheaper than healthy food and therefore advocates a tax reduction on fruit and vegetables. According to Dirk, healthy eating should become more accessible to everyone and he is taking the lead in this by offering fruit and vegetables at affordable prices. This commercial is well received by viewers. Who could be against that, cheaper fruit and vegetables? It is a good initiative which has now also led to a petition for a VAT reduction on fruit and vegetables.

Andrélon's commercial, designed by Wunderman Thompson, also spotlights a new product with humor. The color masks that you can use to freshen up your hair color are playfully linked to how you see and feel about yourself and how others see you as a result. After using the color mask, the main character in the commercial gets a “boost” which is reflected in a lot of self-confidence. This link is well understood by viewers and this response provides a good summary: “Funny advertisement with a clear explanation/message about the new color masks.”

Then it's the turn of the vidaXL commercial, designed in collaboration with Lukkien.

Benefit is central in this exuberant and cheerful commercial. Living big for little is the slogan. The exuberance shines through, which gives an optimistic feeling. In this way, VidaXL clearly positions itself as an online retailer where you can find many products for in and around the home at very affordable prices. We see that many viewers have picked up the “free home delivery” and that they really appreciate this.

The next commercial we discuss is from g'woon, designed by GUC Agency. In this commercial you see a family having a nice breakfast, with the mother doing yoga exercises while preparing and eating breakfast. The “ordinary” products are associated with an ordinary family where the moment together is central. The commercial creates recognition among many viewers and therefore good associations with the brand. This response is a good summary: “Nice idea, nice and normal” and seems to achieve exactly what it wants to convey: normal and for everyone.

The last commercial of this month is from Danio, designed by Fitzroy. This commercial introduces a new flavor from Danio: Danio Drop. The new taste is presented in a very positive way with cheerful, colorful images and music! It may not necessarily be an obvious flavor, but it does seem to pique the interest of many viewers. This response sums it up very well: “dairy with licorice flavor? Bizarre! but really new.” We have become curious and want to at least try it!

Read the column on MarketingTribune here