The market for TV advertisements found its way back to the top last quarter, according to research by Screenforce. Fortunately, we saw around 100 new commercials last month and we received more than 2,500 reviews on various commercials. In this column we discuss six striking commercials from the past month.

The first commercial we discuss is by Leen Bakker, designed by Alfred International.' This commercial focuses on the 'design days' and shows in a humorous way that design interior does not necessarily have to be expensive or exclusive. First, an expensive design furniture store is highlighted, after which a comparison is made with a Leen Bakker store where the furniture and accessories are also seen as design by the two main characters.

Most viewers find it a humorous commercial and appreciate it. The message seems to be clear and well understood: good does not necessarily have to be expensive. It is mentioned a number of times that it is not considered strong to make a comparison with a hypothetical competitor, but it would be much stronger to rely on your own strengths without comparing. That is a potential point for improvement, also given that the contrast between the two stores is not perceived as entirely realistic. This does not alter the fact that the humor is well received and the message gets across well.

The second commercial is from Becel (Upfield Netherlands), designed by N=5. This commercial focuses on the importance of a healthy heart in the elderly, which is also a core promise of the Becel brand. This commercial shows elderly people in a positive light and we see that an older man can still get his swimming diploma.

Due to its positivity, this commercial scores very well on our platform. The vast majority believe that this commercial fits Becel well to very well, which means it can definitely be said to be a successful commercial and it is strong that this positivity is linked to the brand.

Commercial three is from Chicken Tonight (Zwanenberg Food Group) and was designed by Alfred International. This commercial wants to make it clear that the Chicken Tonight dishes can also be very tasty without 'chicken' by making a parody of the TV shows of Jerry Springer (Terry Stinger), which are well-known to many viewers. A show is imitated about the dish without chicken, eaten at the neighbor's house, which almost costs a wedding. But: the dish turns out to be so tasty that the marriage is saved and the wife enthusiastically recommends Chicken Tonight without chicken.

The commercial creates recognition among many of our viewers, although younger viewers seem to recognize the show concept less or not at all. The humor is highly appreciated and this commercial does well. However, the version of approximately one hundred seconds is experienced as too long and it is therefore advisable to use the short version.

The next commercial is from Coop Supermarkets, designed by GUC Agency. This commercial states that Coop has donated a large number of games to the National Children's Fund. This is of course to be appreciated and it is good that a supermarket is committed to helping people who need it in these times. In addition, the savings campaign will be introduced at the same time, so that everyone can now save for these games by shopping at Coop. The commercial receives almost exclusively positive reactions, mainly mentioning the family, the conviviality and the positive. This seems like a good and smart move by Coop

The fifth commercial is from g'woon (Superunie), designed by GUC Agency. The commercial shows a fun family evening where they 'just have an evening at home'. The cozy scene takes place with a delicious meal with products from g'woon. This brand clearly wants to position itself as affordable, for everyone, but of high quality and can be found at a number of supermarkets, including Coop, whose commercial we discussed earlier in this column.

This response summarizes the commercial well and also makes it clear that the message and feeling have been conveyed well: “simple, but fun advertising that emphasizes the family and having fun together in addition to the ordinary products”.

The last commercial of this month is from Loofy's, designed by Active Perspective. Loofy's offers plastic-free care products and thus wants to contribute to the livability of the earth. The commercial focuses on Loofy's shampoo bars, which draw attention to the product with beautiful images of nature and a shower setting. This commercial is certainly good for improving brand awareness as virtually none of the viewers are familiar with this brand: a brand awareness score of 2.8 out of 10. Advertising with this commercial can certainly contribute to this, especially since the commercial is positively assessed.

This was just a small selection of all the new commercials. Every month we discuss the most striking and best-rated commercials on our platform and are happy to see that so much great stuff is published every month. What will the coming months bring us? We hope good and healthy months for everyone!

Read the column on MarketingTribune here