The month of May was marked by the Eurovision Song Contest, which finally took place in the Netherlands. Especially because few people could attend live, this resulted in many TV viewers, which is good for advertisers. There were again some wonderful commercials to be seen in the past month. We highlight five of them in this column.

The first commercial is from Coop, designed by GUC Agency. This commercial is all about Coop's partnership with the Eurovision Song Contest, where the central message is that 'together everything is much more fun'. Enjoying music together can bring together and bond people from diverse backgrounds. That is what the Eurovision Song Contest is largely based on and that is what Coop associates itself with. We see that this positive message appeals to viewers, which creates a positive image for Coop. You can therefore say that this is a smart collaboration, which this response also summarizes well: 'an advertisement with a real reflection of society!'. Of course, not everyone is a fan of the Eurovision Song Contest, which means this campaign is not appealing to everyone.

The second commercial from AvroTros also revolves around the Eurovision Song Contest. This commercial was designed by Here. and aims for AvroTros to further build on the social task that AvroTros has. A broadcaster where there is room for everyone, even though we are all different. The Eurovision Song Contest is the event par excellence that brings people together. This message comes across clearly to viewers and is seen as positive. Of course, here too, not everyone likes the Eurovision Song Contest, and this commercial also does not appeal to everyone, which is also clearly visible. However, the intended goal is certainly achieved with this commercial. This reaction certainly reflects that: 'A very fun and sparkling commercial. Beautiful music. This makes you feel happy.'

The next commercial is from Dirk, designed by Total Design. Dirk has been promoting the importance of affordable healthy food for a long time. In many cases, unhealthy food is cheaper than healthy fruit and vegetables. Dirk wants to change this and has been working on it for a long time. This commercial is also in line with the 'soup and shake weeks'. This commercial makes it clear that fruit and vegetables are not healthy for children if they only look at them or play with them. It only becomes healthy when children actually eat it. This is easier if fruit and vegetables are served as a soup or a shake. The ingredients for this are available cheaply from Dirk and Dirk wants to be able to eat healthy food from an early age. Most reviewers recognize themselves in the images and situations and find the message sympathetic. The commercial is also rated this way and this is positive for Dirk. This response summarizes it well: “Clear, recognizable situation, Dirk tries to make it possible for everyone to eat healthy with low prices”

Commercial four this month is from Kruidvat, designed by DDB Unlimited. The title of this commercial is 'Everything for you and your baby' and shows in a humorous way that you can go to Kruidvat for your baby supplies. In the TV commercial, Lies, recently the permanent face of Kruidvat, goes shopping with her son when she hears that her sister is pregnant. With the new TV commercial, Kruidvat draws attention to its 'extensive baby range' and the store chain presents itself as 'the counter for parents with a little one'. The reactions to the commercial are positive and it scores high. This response is a good summary: 'A very fun and sparkling commercial. Funny here and there. Also cute to see.'

The last commercial of this month is from MediaMarkt, with the title: 'If you are looking for the right match. Come to your MediaMarkt and experience it yourself.' This commercial, designed by Wunderman Thompson, focuses on that click you feel when you find a perfect match in a MediaMarkt store. The commercial stands out and therefore makes a positive impression on viewers. This response summarizes it well: 'Nice idea, because of the optical illusion it contains. This creates the feeling that by buying such a TV it is as if you are there.'

Read the column on MarketingTribune here