While some Dutch people will go on holiday abroad despite everything, many will also have to rely on their own home and garden. We suddenly discover that many things we considered normal are suddenly no longer normal, but are now slowly starting to happen again. Many advertisers, including Ziggo, respond to this in commercials. In this column we discuss the 4 most striking commercials of the past month.

The first commercial is the aforementioned Ziggo commercial, designed by WPP Go One. In this commercial we see the neighbors, whom we now know from Ziggo, in the leading role as they have an 'all-inclusive holiday' in their own home. It won't be Ziggo's fault: they offer all internet and TV options, so staying at home does not necessarily have to be a punishment. The total offering is reinforced by the new pay-off: “Enjoy it all!”

The commercial is appreciated as summery and cheerful by our panel and it is seen as positive that the same characters keep returning in Ziggo commercials, creating recognition. The new pay-off is generally experienced as positive and clear. Most reviewers think it fits Ziggo and that is positive. A possible point for improvement is that a number of people give feedback that they find it unnecessary and a shame that the pay-off is in English. They would like to see this in Dutch, which they think is more appropriate and accessible.

McDonald's also launched a beautiful and striking summer commercial, in collaboration with TBWANeboko, showing what it can do to take grandpa and grandma with you to a dinner party (at McDonald's) after months of quarantine. This commercial is supported by the music and gives a very recognizable feeling to probably almost everyone. What previously seemed very ordinary was not and now makes some little things very special. This commercial is strong and much appreciated.

The third commercial we discuss is from Undiemeister®, designed by Maatschap voor Reclame. In this commercial, the fairly new brand of boxer shorts is presented by calling on men to say that flimsy, tight or worn boxer shorts with childish prints are no longer acceptable these days. That is why Undiemeister® boxer shorts are recommended: simple, comfortable and basic. This commercial introduces the Netherlands to the brand, which is certainly necessary: ​​almost none of the reviewers was already familiar with the brand. The commercial does arouse their interest and that can be good for Undiemeister®.

However, the point for improvement is that it is a bit moralizing to address men about their 'childish' underpants, while women can also find this nice in men.

Fox Sports, in collaboration with TBWANeboko, also confronted us with the underlying period in which there was a great void: no premier league and other sporting events on TV. For many, this was a real loss, which is made very clear in this commercial. But: 'It's starting again!' That is the positive message that Fox Sports wants to convey: just a little while and the void will be filled again! This commercial also evokes recognition for many and is therefore certainly appealing.

The last commercial we discuss is from Duyvis entitled “Why Nut?”  This commercial was designed by DDB Unlimited. This commercial emphasizes that Duyvis is there for many more moments than just “when there is a party.” With this, Duyvis takes a different path in communication and releases the slogan 'Duyvis, when there is a party'. The commercial is perceived as humorous due to the situations of the guards in a museum and the term 'Why nut?' will probably stick and be linked to Duyvis.

This month there were slightly fewer new commercials than the average month, but there were certainly some gems among them. For example, we also saw great commercials from Lassie, Eurojackpot & Eye Wish. On to another creative summer month and have a nice summer (holiday)!

Read the column on MarketingTribune here