This is a bit of a complicated one – especially when you don’t speak Dutch. Pool Worldwide made a series of 5 short commercials for ‘De Telefoongids’ (the white and yellow pages) to communicate the header in this picture “You can all find it with the free Search & Find app”. The short commercials – pretended to be made by the retailers to sell their businesses – watched in the right sequence (from left to right) create a story about a robbery. The first one shows a tailor (that sells suits), the second one a party store (that sells masks to disguise yourself), the third one a bag store (that sells Claudio Ferrici bags to carry the loot), the fourth one a van rental (so you can drive through a facade), and the fifth one the security at jewelry shop (to rob). The films are purposely made badly to illustrate that De Telefoongids is mainly used by small businesses. What we do like is that the different films form a sort of puzzle – we can even imagine that the pieces are creatively seeded on the web through banners or something. What we don’t like is that the itchy films make us a bit nervous. And though we understand that the commercials address the user of the app, rather than the retailer, this campaign shows how De Telefoongids looks at its customers – quite condescendingly. And then back to us, the target; do we use De Telefoongids to find a bunch of amateurs? Mmm…