commercialreview.nl organizes the commercial competition of which the winners of the second quarter of 2024 are known. We also announce the best European Championship commercials. Participating commercials are assessed on 6 factors. Lidl, Intertoys and bol receive the highest marks.

The second quarter is already over and we have seen many commercials again. Many commercials have already heralded summer, while unfortunately we still have to wait a bit for the real summer. Thousands of responses have again been received from our panel in which all participating commercials were examined.

The winning commercial is from Lidl in the second quarter with the commercial “I go to Lidl for… delicious fresh bread”. This commercial was designed by Alfred and scores a 7.1, but also scores high on 'incites action' and 'fun to watch'. In the commercial we see a boy and a girl who neither feel like getting out of bed to arrange breakfast, but one of them has to do this anyway. Of course he goes to Lidl and gets delicious fresh sandwiches that they then enjoy together. Our panel appreciates this commercial for its fun and humor, which is well summarized in this response: “Fun, humor and quite a recognizable situation. Smartly done.” Well done again from Lidl!

Intertoys and bol are in shared second place. The Intertoys commercial, designed together with Vlimse, stands out because of its cheerful character: playing children, pleasant images and inventive games. This is rewarded with a score of 7 and with the highest score on the 'credible' factor. This is a good achievement by Intertoys and a good kick-off to a multi-year campaign that started on the 'International day of play'

The bol commercial is the commercial surrounding the bol Select savings program, designed by DEPT Agency. In this commercial we see a father preparing for a date by furnishing his house with many new items, purchased at bol. But just before the time of the appointment, the lady in question cancels because things are going a little too fast for her. But he sees the positive side of it because he has gained something from it: points in the Select savings program. This commercial brings a smile to many of the respondents and can therefore count on a 7.

Other notable results

Hubo's commercial is doing well with our panel with the highest score on 'incites action' and a high score on the 'credible' factor. This is a great achievement by Hubo to create a credible story with a relatively simple commercial and also encourage action.

The Trekplast commercial also scores highly with high scores for 'distinctive', 'incites action' and 'fun to watch'. The animated commercial is the second part of Trekpleister's new path and corporate identity, which it took last year. This seems to be well received and Aaf is now difficult to imagine without as a character from Trekpleister. Trekplek seems to have taken the right path together with DDB Amsterdam.

A commercial that also achieved a striking score is that of Staatsloterij about the King's Day draw. This commercial was designed by TBWA\Neboko and has the message: “Celebrate King's Day together.” This campaign tells the story of a young man who lives and works in Japan. One day he receives several hints from his friends from the Netherlands. When it is King's Day in the Netherlands, he has a special surprise for his friends: he is there to celebrate together. The commercial scores high on 'distinctive', which is a great achievement.

The last notable score is for the Oranje Fonds commercial, designed by B.R.A.I.N. Creatives with a high score on the 'credible' factor. The commercial features real examples of participants in social initiatives. This makes it very personal and therefore credible. That appealed to our panel, for which compliments go to the Oranje Fonds.

Then there was the European Championship. Unfortunately, the Netherlands did not get further than the semi-finals, which is still a very good achievement. Around the European Championships we saw many commercials that capitalized on our orange feeling. Here too, a top 3 has emerged.

The winning European Championship commercial is from Albert Heijn, designed by TBWA\NEBOKO. This commercial focuses on the savings campaign of coasters with a game element at the same time. With this creatively conceived savings campaign, Albert Heijn ensures that the Netherlands cannot ignore the European Championships because the coasters could probably be found in many households. The commercial was extra appealing because a number of players from the Dutch national team spoke with a touch of humor and self-mockery.

The ING commercial, also designed by TBWA\Neboko, came in second place. The commercial revolves around the “Orange DNA” and tries to answer the question of what makes Orange so special. National coach Ronald Koeman plays an important role in this commercial and gives us a look behind the scenes at Orange. The commercial appeals to many of our panel members and provided an extra orange boost.

In third place is the Lidl commercial, which was designed and deployed internationally. This commercial is also about a savings campaign, namely the one to collect football pictures of football players from various participating countries. The commercial is short, powerful and has a clear goal: to promote the savings campaign around the European Championships. This was appreciated by our panel.

We congratulate the winners of the quarterly competition and the European Championship commercial competition!

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