“Hundreds of thousands signatures preceded this one. Guantánamo Bay is being closed. Thanks to those who supported us.” Delicious advertising – simple & smart! The chefs of bakker/linssen id prepared it for Amnesty International. The ingredients? Borrow a hot celeb with charisma (say, Barak Obama), add a historical news event – but be up to date; you want to be modern. Then use existing photography (saves your client heaps of money) and a sympathetic tone of voice. Finish it all off with a smart twist (do not show the same old depressing prison stuff, show what one’s support can actually ‘change’). Very persuasive; who wouldn’t put down his humble signature, if it can close down the epitome of injustice.

Three wise and well known Dutch men, tell us that ‘Dit Land’ (this land) needs help. Jan Mulder (columnist); “people like me cannot say whatever they like”. Gerard Spong (lawyer); “There’s no independent jurisdiction”. Frits Bolkenstein (former politician): “It’s time for democratic elections”. Though for a second you might think they talk about Holland, you pretty quickly realize it must be China or so. But it’s not China. China is one of the biggest money makers in the world, so more or less untouchable. Instead, the message is about one of the poorest countries in the world; Burma (as we prefer to call it). Amnesty International asks you to sign a petition to “Stop the human rights drama in Miyanmar”. The black and white close-ups, the music, and the hand-held images at the end make it pretty impactful. It was created by Maarten Bakker. Even if you don’t like it, the cause is noble, so – if you live in the Netherlands – do text ‘vrij’ to 3553.

This viral for Greenpeace – made by AKQA Amsterdam and The Ambassadors – hits exactly the right nerve. It not only uses a world famous and charismatic personality, the timing is also perfect, since in most countries the upcoming US elections are being closely followed. What’s more, outside the US Obama is by far the most popular candidate (for example 88% of the Dutch would like to see him become president), which makes a message about change go down very well. And although the pay-off (“Why must we look to the past, for leadership today?”) might not be great, the commercial builds up wonderfully towards a climax. Especially the movie music gives you the feeling that…uhm…Yes We Can!