Apr 27, 2022
On television, along the road and on the Special Database internet we are presented with a lot of rubbish. Why is it that one advertisement becomes a national anthem and the other turns out to be nothing more than radio pollution? Last week I woke up to two WhatsApp messages. My friend had heard me say 'I'm going for Haribo' in my sleep. Now I'm not a big fan of wine gums. Also, I don't remember Haribo ever having this slogan. But that Special Database advertisements affect me more than I think, is certain. "You better think about it!" we often call. Still, the best ideas don't just appear out of thin air. I picked five commercials from the book 'How do Special Database they come up with it? Creators of unforgettable advertisements have their say' (affiliate) by Jaap Toorenaar who impressed me. Who is behind these toppers? And how Special Database come everyone still knows them? 1. Calve: who didn't grow up with it? In recent years, Calve has won three Star Golden Loki's with her famous commercials. But the brand didn't get off to such a flying start. In 1986 children mainly ate cheese, jam and chocolate Special Database sprinkles on bread. The assignment that advertising agency JWT received at the time: show that peanut butter is not only tasty, but also healthy. There had to be a successor for the successful, but now really dated Pete Pitamientje. As with many commercials, the brainstorm is an agony full of hope but also panic to lose such Special Database a large customer. It's all or nothing. Peter van den Engel and the author of the Special Database book reach their Eureka on an ordinary Monday afternoon: what if we go back to the childhood of famous athletes? In the first spot with the credits 'Who didn't grow up with it', the young version is played by Evert van Bentham. Endearment but also deprivation are keywords. This is Special Database followed by Joon Zoetemelk, Pieter van den Hoogenband and much later football player Like Martens within this concept. 2. Rollo: think carefully about what you do with your target group In addition to a delicious candy, the name Rollo also has a stunner of a spot. We see a boy in the zoo who bullies an elephant by not giving him a Rollo. Years later, the animal takes a hilarious revenge. It is Special Database timeless and, above all, universally fun.