The TV advertising market is doing well again! This was evident from the recently presented Screenforce report with very positive figures about the TV advertising market in the first half of 2021. Fortunately, it seems to be at a very healthy level again and we hope that it will remain that way and improve in the near future. We have also seen wonderful commercials on our platform so far this year, although August was a clear summer time month with relatively few new commercials. However, great commercials have certainly been published again, of which we discuss 4 notable ones in this column.

The first striking commercial is from Undiemeister®, designed by Edward Bardoul. This second commercial from Undiemeister® again positions the brand in a striking way. We see two people who bump into each other on the street and immediately find each other so attractive that they run home, both quickly undress and then... the lady sees the man's underpants. This is such a turn-off in her mind because she associates this piece of underwear with that of an old man, which immediately takes away all meaning and leaves the man behind. According to Undiemeister®, this could have been prevented by wearing nice underwear from them.

The commercial fits in well with the first commercial, which also emphasizes that good and attractive research is very important and that underwear that many men wear nowadays is “really no longer possible”.

The reactions to this commercial are often positive and it was also interesting to see that the brand awareness of this relatively new brand had increased considerably compared to when we measured the brand awareness for the previous commercial in July 2020.

The second commercial of this month is from Lotto, designed by Selmore Creative Agency.

Lotto, part of the Dutch Lottery, features Lotto winners in its campaigns who lead exceptionally ordinary lives. According to Lotto, they are people who often share their happiness with family and friends and do not keep it just for themselves. In this commercial the Lotto winner treats his friends to a (fishing) outing on a not bad boat. New and old money, in the form of Jort Kelder, meet on the water. This commercial, and certainly the role with some self-mockery by Jort Kelder, is appreciated by our panel, which is well summarized in this response: “Clear slogan! Humor, nice self-mockery role for Jort.”

It is strong that Lotto's campaigns always have the same theme with a slightly different angle each time. This ensures recognition and a clear appearance.

The third commercial is from Kruidvat, designed by DDB Unlimited.

This commercial shows that single mother Lies needs to get going again after a well-deserved holiday. The first day of school is off to a good start. Lies sleeps through her alarm, after which she prepares her three kids for the new day in a cheerful chaos. In all the hustle and bustle, Lies doesn't have time to dress herself up, so she jumps into the car in pajamas to take her children to school. No one needs to see that... until she discovers that her son has left his school bag in the back seat. Lies decides to brave the surprised mothers on the schoolyard to deliver the bag to her son.

Lies comes into her own in this commercial and is now really becoming a clear figurehead for Kruidvat, which is well summarized in this response: “Typical Kruidvat advertising, with a “recognizable” situation that is often overly exaggerated.” The commercial therefore scores above average.

We conclude with the very recently published commercial ofmobiel.nl, designed by Open Now. This commercial is part of the new brand concept introduced at the beginning of this year. With the new commercial, Mobiel.nl shows that they clearly list all telephones and subscriptions, so that consumers can make the right choice for themselves. Mobiel.nl is trying to further increase brand awareness with this commercial, which seems to be working based on the reactions on our platform. We see that viewers recognize the message and images of and relate to the previous commercial and therefore the mission ofmobiel.nl seems to be succeeding. This response sums it up well: “Clear, message is conveyed concretely and clearly.”

This was a small selection of last month's commercials. Despite summer time in the TV advertising market, we still hope for more real summer weeks and certainly for even more great TV commercials the rest of this year!

Read the column on MarketingTribune here