Last month we saw many new commercials (60+), six of which we discuss in this column.

The first commercial we discuss this month is the TalentZ commercial entitled “Apply Anonymously, Go for the best”. This platform makes anonymous job applications possible because there is still too often discrimination in recruitment processes, which means that not everyone gets equal opportunities. TalentZ wants to prevent this by making it possible to apply completely anonymously.

Our panel understands the message well and certainly understands its importance in today's times. For these reasons the commercial is appreciated. The commercial is clear and explains the concept well. That is important for a relatively new name in the market, which was also clear from the reviews: few people had already heard of TalentZ.

A potential disadvantage was that the question is which companies will use this, and also which applicants will use it. The expectation may be that initially mainly applicants from minority groups will use it, making the group fairly limited. But: if the platform is going to be used by many parties, this is completely in keeping with these times and will certainly provide added value!

The next commercial is from Basic-Fit, designed by Achtung! and Bigshots. In this commercial, Basic-Fit's positioning is sharpened by focusing strongly on being there for everyone. That is why this title was chosen: “HOWEVER YOU TRAIN, BASIC-FIT IS A FAN OF YOU”. Everyone should feel welcome at Basic-Fit and this is reinforced with the welcome promotion where everyone can exercise for free for 8 weeks. Many reviewers label this commercial as “cheerful and clear” and understand what the message is mainly about: “shows that basic fit is for everyone”. Almost all reviewers also indicate that their image of Basic-Fit has not changed after seeing this commercial. That is not necessarily positive or negative and of course depends very much on the existing image that viewers had. What also stuck with many viewers was that at Basic-Fit you can train at many times of the day and sometimes even at night. The commercial comes out well and clearly states what the company stands for.

The third commercial is from Red Band, designed by Lukkien. This commercial is a sequel to a commercial from about 20 years ago in which a similar scene takes place with a chameleon that adapts to the colors of the sweets shown by the boy. Now the boy is grown up and he is trying to see if the color effect works again. And: yes! The chameleon changes color again with the sweets. Many will recognize this image of Red Band and that is why this commercial is appreciated. The aim of this commercial is to put a smile on the face of every adult in the Netherlands, to make them feel like a "child" again and to realize that life is fun and that even in everyday things you can bring fun into your life with something small. Our reviewers seem to have achieved that goal!

Fourthly, we discuss the Stella Fietsen commercial, designed by Match my Brand. This commercial clearly focuses on the service that Stella offers. “Tooske”, one of the main characters, is helped with her bicycle but also with the repair of her lawn mower by the Stella mechanic. Stella wants to convey this extra “service that continues to surprise you” and this commercial clearly reinforces that.

A telling response from a panel member, who summarizes the commercial well, is this: “Well catered to the target group for the electric bicycle, they understand very well what value and service are important to them.”

The fifth commercial from Allianz-Direct, designed by Alfred International. This international campaign, starring Usain Bolt, shows in a humorous way how quickly you can take out home insurance with Allianz-Direct.

This commercial is rated very well by our reviewers, mainly due to its humorous approach. Compliments to Allianz-Direct: how they make home insurance much more attractive from an apparently boring product, with a humorous twist.

The last commercial we discuss is from STOX Energy Socks. The commercial focuses on compression socks that can prevent injuries during running, for example. By building up tension in the music, the relatively new brand and product are brought to the attention and therefore the main aim of this commercial is to create brand awareness. Hopefully many injuries and aches and pains can be prevented by these socks.

Read the column on MarketingTribune here