We start this year with a number of beautiful and striking commercials.

The first commercial we discuss is from Trekpleister, designed by Eigen Fabrikaat. This is the very first TV commercial ever for Trekpleister. A number of variations on this commercial have been designed that will appear on TV in phases. In these TV commercials you always see the service and offers being discussed, which is how Trekpleister creates a clear image. Many reviewers emphasize the helpfulness of the employee and the feeling of benefit in the commercial, which fits in with Trekpleister's image. It is now important to continue to measure whether the commercials are remembered and whether it produces (positive) results, but the first steps seem good.

The second commercial is from the ANWB, designed by Yune. This commercial announces the 75th anniversary year of the Roadside Assistance with nostalgic images that many Dutch people will recognize. That is why the commercial brings back many memories for the reviewers when they see Roadside Assistance cars from the past. The commercial sketches a kind of timeline of different Roadside Assistance phases, which culminates in today's Roadside Assistance, which even offers help with problems with (electric) bicycles. This commercial is rated extremely highly and that is definitely worth a compliment! This response summarizes it well: “Really ANWB, nice atmosphere and clear that it is about their assistance. Beautiful music!”

The SeniorWeb commercial, designed by True Ideas, is certainly topical these days, as contact via computer is more important than ever, especially for seniors. This commercial makes it clear that seniors can get help with computer questions and that they can contact SeniorWeb. The commercial is rated as very sympathetic on our platform and that is exactly what it should convey.

The fourth commercial is from Schoonenberg, designed by Indie Amsterdam. This commercial describes a number of futuristic-sounding options that are already available at Schoonenberg. Stream Spotify on your hearing aid? Call directly with your hearing aid? An invisible device in your ear? It's all possible!

This sounds innovative and that is exactly how our panel views this commercial. The young woman in the leading role also makes it clear that young people can also be helped very well, even though young people are not the standard target group for hearing aids. It could have been possible that this would have come across as unbelievable to have such a young woman play the leading role, but that is hardly reflected in the reactions. The most important result is clearly reflected in this response: “I didn't know you could do so much with a hearing aid, this commercial has made that very clear.”

The Mobiel.nl commercial, designed by Open Now, is also special as a whole new brand concept is being launched. We know Mobiel.nl from the mobile jungle, but now a different approach has been chosen: the commercial starts with a chaotic wall with graffiti that is wiped clean, creating a better overview. That is the message: Mobiel.nl helps you keep an overview and find the best offer. This message seems to come across very well given the reactions of the reviewers who provided feedback on this commercial. The words “smart” and “overview” appear in almost all responses, making the purpose of the commercial seem achieved.

Of course we cannot ignore the sequel to Koning TOTO, designed by TBWANEBOKO. By now, almost everyone is familiar with the images of King TOTO, in this case Andy van der Meijde, who is accompanied in this commercial by ex-professional footballer and rapper Mitchell Burgzorg, better known as Priester, and by football analyst René van der Gijp. Priester raps about what he considers to be low 'forecasting qualities' of Andy, which van der Gijp briefly elaborates on. King TOTO's reaction is strong:  “Do you know better? Then come!” which of course also calls on all viewers to predict via TOTO.

Finally, we mention the Yumeko commercial, designed by Fitzroy. This relatively unknown brand is beautifully positioned in this commercial, which will certainly ensure greater brand awareness. This commercial stands out because it starts with a strong statement: poison is used for the cotton in your bedding! Yumeko is changing this by offering “good bedding”. Toxic-free and child labor-free.

The month of January set the tone for the rest of the year! We hope for many beautiful and special commercials.

Read the column on MarketingTribune here