commercialreview.nl organizes the commercial competition of which the winners of the third quarter of 2024 are known. Participating commercials are assessed on 6 factors. Lidl, Kruidvat and Dutch Lottery received the highest figures this quarter.

The third quarter, and with it the summer of 2024, are behind us. We are slowly moving towards winter and the holidays. Time for us to look back at some notable commercials from the third quarter.

In shared first place is the Lidl commercial entitled 'Lidl, the supermarket for fruit and vegetables!'. This commercial was designed by Alfred and revolves around fruit and vegetables, mainly from Dutch growers. A number of Dutch growers are central to this, making it clear that the fruit and vegetables really come from their own country. This shows a number of purely Dutch characteristics, such as Dutch music and being able to drive slowly every now and then because a tractor is driving in front of you on the road. All this clearly reflects the Dutch charm, which is appreciated by many respondents. This response summarizes the score well: “Nice, clear advertising from Lidl about fresh fruit. Directly from the grower to the store.” The commercial received a score of 7.3 and therefore shared first place

The other commercial in shared first place is from Kruidvat, entitled 'One step more sustainable, take advantage of it.' The commercial was designed by DDB Amsterdam and revolves around sustainability. In the commercial we see Lies who finds out that her children have to hand in papers on sustainability. She quickly looks into this and comes up with a good solution for 2 of the children by using sustainable Kruidvat products, but she forgets for a moment that her son also needs a project. She also comes up with a sustainable solution for this, but that will cost her dearly...

Our respondents appreciate Lies' humor and 'naivety', which gives this commercial a high score. This response summarizes the general feeling about the commercial well: “It is a typical Kruidvat commercial that you can laugh at, but which also has a clear message to get people to the store.”

The top 3 is completed by the Dutch Lottery commercial surrounding the Olympic Games. This commercial has the theme 'Supporter of Opportunities' and was designed by TBWA\NEBOKO. In this commercial we see Dutch sports phenomena where we see images with many emotions that almost all viewers will remember. These emotions were linked to the Olympic Games in Paris, which ultimately turned out to be a very successful edition for the Dutch athletes. The commercial radiates a clear Dutch feeling and evokes emotions in all viewers. This affects many of the respondents who rate the commercial very highly.

This response well summarizes the feeling surrounding this commercial: "Cool, nostalgic with the older images. The music and the text create a feeling of solidarity."

CEWE's summer commercial, designed by Ed Stibbe & Co, receives the highest score on the 'credible' factor. In the commercial you see the main character who looks back on a beautiful summer with a smile based on the photo album. In the meantime, a number of strong points about the photo book are mentioned so that the quality is clear. This message in combination with the images and the calm music comes across well and strongly with the respondents. This response summarizes well how the commercial comes across to the respondents: “It has a warm appearance and the information makes them curious.”

Another positive, striking result is for the Albert Heijn commercials, designed by TBWA\NEBOKO, around the European Championships. This commercial received a high score in the 'Calls to action' category.

The commercials promote the savings promotion of the Orange Player Cards that you could get with the groceries. In the TV commercials and on various videos on social media you can see the players of the Dutch national team, the AHA! Play the Orange Game. Albert Heijn supermarket manager Ilse and her family also participate from the couch at home. The commercials have a clear appeal for this savings campaign, respond well to the Orange feeling and thus ensure that the message gets across well and viewers are enthusiastic about saving the cards. In short: a successful campaign!

We congratulate the winners on the great results!

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