Selmore

Selmore was founded in 2005 by two of most awarded teams in the Netherlands, Diederick Hillenius and Poppe van Pelt (ex TBWA) and Michael Jansen en Bas Korsten (ex DDB, currently Nothing). So it is no surprise that the agency is known for its flawless feeling for great advertising. This has resulted in a big amount of highly qualitative work (both concept and execution-wise). Their most impactful work in 2008 was for Van Gils (It’s all about the suit), a conceptual gem that generated an impressive amount of free publicity.

Recent posts about Selmore

Holán Dress

When you look at it like this, Holland is not so much different from Brazil. This commercial is the first World Cup tie-in that actually made us smile. The premium, the ‘HolánDress’, was invented 4 years ago by Selmore for the World Cup in South Africa. Back then the ‘DutchDress’ proved a killer premium, confirming… More.

Review

The making of a claymation

A claymation, we had never heard of that. Production company The Ambassadors just made one, together with director Vincent Lammers, character designers Nick Groeneveld and Patrick Chin, and agency Selmore – responsible for the concept. Here’s how they did it – more or less. And, yes, at The Ambassadors they have a receptionist and drink coffee. Speaking of which,… More.

Review

Relaxed with Radler

We all know what Marilyn Monroe, Elvis Presley, John Lennon, Kurt Cobain, Tupac Shakur, and Bruce Lee have in common; they died too young. But now we know now that they’ve simply retired and are chilling on a (desert) island. And it goes without saying that they don’t want to be discovered by Israelian container… More.

Review

If you have (seen) too much

“We not only help people who cannot see, but also those who have seen too much.” A dog that wakes up veterans with nightmares sounds like a luxury charity – how wealthy can a country be? So if this film is able to find any donors for the KNGF with too much money, the credits… More.

Review

Your own mini-festival

May 2013 is shaping up to become the coldest May since 1901. A bummer when you’ve conceived an activation for Bavaria centred around the popularity of music festivals, enjoying the sun, and drinking beer with your mates – all at the same time. Through a special page and Facebook app consumers can create a festival poster… More.

Review

Beer on the go

With the phrase “Beer, even on the go,” Bavaria is the first beer brand in 15 years to sell beer at gas stations along the highway. Of course not their regular label, but their 0.0%. To celebrate this milestone, they’ve partly turned a gas station into a bar and dubbed it “Café A4 West.” Not… More.

Review

Right

‘Zo’ (translated ‘Right’) – in the past always followed by “…time for a Bavaria” – is the famous pay-off for beer brand Bavaria, used whenever someone has accomplished something. This tactical ad (click image for full poster) was made by Selmore to celebrate that King Pils (‘beer’) is replacing Queen Beatrix, and in the sliptstream… More.

Review

Crazy Dance

How to make the super sales – the ‘Three Crazy Days’ or Drie Dwaze Dagen – at luxury department store de Bijenkorf look chique. A difficult task. In the past advertising agency Selmore used, among other things, wildlife predators and a special police force to metaphorically show how the crowd goes wild when hunting for… More.

Review

Lemz wins 4 ADCN awards

Photo: Maurice Mikkers The biggest winner last night at the ADCN (Dutch Art Director’s Club) awards was Lemz. All the ‘bulbs’ – of which one was a Grand Prix (the very best integrated work) – went to their Fireworks campaign. Our very favourite campaign of the year Domino’s Pizza Pepperoni by Indie won one Golden… More.

Review

Charlie Sheen stays sober on Bavaria 0%

Wow, that’s impressive; getting Charlie Sheen to act sober in a commercial. And how relevant for Bavaria 0% – if Sheen can stay sober on this, it must be a hell of beer. Bavaria has a tradition of using celebs in its advertising. But not just any celeb, always a celeb with an edge. Even… More.

Review

Mad Marathon 2012

We’re slightly late with this commercial, cause the Mad Marathon sales at department store de Bijenkorf are already over, but it’s a pretty thing – just like in 2010 and 2011 art directed with a fresh, distinctive style. And it doesn’t need much explanation. Created by Selmore, directed by Bram van Alphen (Caviar), and sound by… More.

Review

New feature on AAB; Inspiration

After having introduced our new columnists last week, this week we’re introducing a new item called ‘Inspiration’; Amsterdam creatives sharing their inspiration on a weekly basis. In order of future appearance we found the following posse willing to show us what they like, what fascinates them, or what they admire on a regular basis: Jennette… More.

Review

Hands off in wartime, hands off in peacetime

There’s a somewhat strange trend going on in the Netherlands. Ambulance personnel is being harrased quite regularly whilst trying to do their job. You wonder how ambulance personnel could possibly evoke any aggression. And when you see this SIRE commercial, with the pay-off “If we respect our medical care providers in wartime, why not in… More.

Ad of the Month

KNGF Maps sheds light in the darkness

To be honest, we find this concept for the KNGF (royal Dutch guide dog federation), KNGF Maps a little thin. The reason why we’re featuring it anyway is that we like the insight supporting it; a guide dog for the blind sheds light in the darkness. You fill out your directions in Google Maps and… More.

Review

Thank god there’s advertising

When we started watching this commercial for Intratuin, we thought: why the hell did Selmore send us this soft Christmas crap? Fortunately we watched it till the end, cause then you get to see that this film carries a nice little twist. And what struck us in this twist – if we may get a… More.

Review

An apt ad for an apt app

O.k., o.k., it’s not the most creative ad ever made, but it does show what apt advertising looks like. And though it’s always easier to sell a product with real added value, the fact that we only need to translate the pay-off ‘The Bank Anno Now’ says enough. One thing that’s not so realistic of… More.

Review

20 shortlist nominations in Film (craft) for Amsterdam

With 13 shortlist nominations in film and 7 in film craft, Amsterdam should be able to win some more Lions tomorrow night. Of all these nominations 4 go to Nike ‘Write the future’, 3 to Heineken’s ‘The Entrance’, and one to Heineken’s ‘The Date’, which adds up to an impressive 8 film (craft) nominations for… More.

Review

Amsterdam wins 5 lions in Cannes

Yesterday was a good day. Not just because it was our first day in Cannes and we enjoyed soaking up all its extremes – Le Palais, the sun, the beach, ‘le canard au miel’, and lots of drinks – check out our photo’s here. It was also a good day for Amsterdam, because it won… More.

Review

Hugh Hefner prefers Bavaria

A commercial that feels like a warm bath, that’s how we experienced this. Cynics might say the concept is a little too easy, but in our opinion it’s just perfect; on strategy (Bavaria = a beer without bullshit), well written, and well executed. It helps of course if you can afford Hugh Hefner and his… More.

Review

Nike’s Write The Future (W+K) wins big at ADCN Awards

Write the future did what most of us expected, it won big last night at the Dutch Art Director’s Club (ADCN) Awards: the Standing bulb (read: Grand Prix) and three golden bulbs (Integrated, Film, and Print/Magazine). MassiveMusic also won an award for the music in this commercial. Overall, TBWA\Neboko won most awards, taking home 2… More.

Review

Mad Marathon feeds our inner hunger

This commercial advertises the big Mad sales Marathon at department store de Bijenkorf. The cute animated animal represents our inner hunter, hungry for bargains. It wakes up twice a year; once in October during the Three Crazy Days and then in April during the Mad Marathon. Created by Selmore, directed by Bram van Alphen.

Review

Three Crazy Days at de Bijenkorf

De Bijenkorf (beehive) is the biggest and most luxureous department store in the Netherlands. Once a year the store does three days of huge sales; the Drie Dwaze Dagen (three crazy days), starting September, 30th. This ad brings it beautifully back to the essence. For us it’s the only three days in the year that… More.

Review

Thanks, Oranje. And octopus Paul too.

Octopus Paul has become world famous with his ability to predict World Cup matches. For the same reason he became a national enemy when he predicted Spain to win the final – probably because the poor animal simply likes the colour yellow. Selmore communicated this collective emotion through fried squid – introducing a special edition… More.

Review

Bavaria, Ground Floor, MassiveMusic and NYF

World Cup: Bavaria’s Dutch Dress babes arrested in South Africa It almost sounds like a hoax, but through the Dutch newspaper Volkskrant, we learned that a group of girls showing off their Bavaria Dutch Dress (created by Selmore) were arrested from their hotel in Johannesburg last night. Since Budweiser is the exclusive WC sponsor, no… More.

News

Supertrash’ DutchDress makes Bavaria look sexy

Thanks to Bavaria’s sexy ‘Dutch Dress’ the steward in this film will finally enjoy watching the audience when the Dutch lions score an important goal during the World Cup of Football in South Africa next month. A relatively stylish premium, created by Selmore and made solely for women, in close collaboration with Supertrash – “a… More.

Review

Bavaria hires Rourke to sell alcohol-free beer

This commercial for Bavaria 0% featuring Mickey Rourke, took us a while to appreciate. It was probably because we had to get over the joke at the end – shocking alright, but not very tasteful. The film was created by Selmore and directed by Jonathan Herman. Conceptually it does make sense of course; thanks to… More.

Review

LeasePlan Bank makes a commodity look sexy

We don’t show too many commercials of banks. Usually they are quite boring or meant to be ‘funny’. This one, for a new savings bank, called LeasePlan Bank, is pretty o.k. Not because it introduces a new bank. Not because the copy tells us that this bank is honest and transparent. Not because it explains… More.

Review

Mad Marathon at ‘de Bijenkorf’

This is a commercial for the Maffe Marathon (Mad Marathon); an annual sales frenzy at de Bijenkorf (‘the Beehive’), an upmarket department store chain in the Netherlands. We very much like how the agency, Selmore, integrated the idea of a Beehive and the typical honeycomb hexagon – part of the visual identity – in the… More.

Review

ABN AMRO ditches TBWA for Selmore!

Wow! It doesn’t get much juicier in advertising! It all started when Dutch bank ING felt they were in need of a new agency. In the past years there had always been a lot of criticism on ING’s advertising, created by Leukwerkt Worldwide (Funnyworks), but ING kept defending it as being effective. We have to… More.

News

Philips ‘Cinema 21:9’ wins Eurobest Grand Prix

Just like in Cannes this film by Tribal DDB won a Grand Prix in the TV/Cinema category at Eurobest in Amsterdam, last Friday. The commercial, only distributed through the internet (how could it win in TV/Cinema?), advertises the new Philips cinematic widescreen standard in a mind blowing way; a violent bank robery filmed in freeze… More.

Review

It’s all about the suit for Carmen Electra

Yet another brilliant campaign by Selmore for the Dutch suit brand Van Gils. It started a few weeks ago when this ‘home video’ of Carmen Electra appeared on the internet. The acting, the handheld camera, the background music, it all looked very authentic – especially the boob, a definite no go in US advertising. The… More.

Review

Bavaria drop comes to those who… catch it

This beautiful commercial for Bavaria is created by Selmore, directed by Matthijs van Heijningen (the legendary Dutch film maker) and post produced by 8VFX. It should be no surprise that it immediately made us think of the legendary Noitulove campaign for Guinness by AMV BBDO (Grand Prix, Cannes 2006) – “Good things come to those… More.

Review

N=5; O’Kennedy; Cayenne

Telfort this week announced N=5 will be its new agency after having pitched the account between Etcetera, Selmore and N=5. The telco worked with Etcetera since 2005, but wanted to change its positioning – at AAB we don’t know what the positioning was, so maybe a wise decision. Taxi Europe will do the ‘below the line’… More.

News

Damn tasty!

Since last year New York Pizza has a new advertising property; the mafia is running this Dutch fast food chain – to give the brand an ‘authentic’ American feel. It was conceived by Selmore. We liked the previous ‘episode’ better, but love the ‘acting’ of the porn stars in this one (“Are you the plumber?”).… More.

Review

Esprix; smart advertising with impact

This viral for X-Travel made by YoungWorks, won a bronze Esprix award yesterday. A viral that truly deserves its name; it has generated 2.7 million hits until now. The Esprix awards are about smart and effective advertising that activates the consumer. 23 cases were awarded; 8 won silver and 15 bronze – no gold. Just… More.

Review

Auping viral?

Auping introduces ventilating pillows and duvets. The commercial for Auping, made by Selmore, very clearly communicates this message. We especially like the music that adds so much to the cinematograpic quality of it. Interesting is that the commercial is distributed through internet only. A relative cheap way of course to buy media attention. That is,… More.

Review

ADCN Lamps for analogue minds?

From a creative perspective, the ADCN Lamps are the most desirable awards; they represent the BIG ideas – nothing else. So it makes you wonder why this year only 2 Silver Lamps went to the category ‘interactive’ (Selmore/Achtung! and Skipintro); mainly traditional advertising gets awarded! And when you compare the Lamps with the (interactive) SpinAwards,… More.

Review

Bavaria unites nations

The last Bavaria commercial made by Selmore spoofed Heineken. This one spoofs the characteristic clicking sound made by some of the southern African languages. When the Swedish UN delegate explains that the Namibians should not ‘cannibalize on other projects’, the interpreter by mistake literally translates the word ‘cannibalize’. The Namibians are not amused. Fortunately he… More.

Review

Bavaria spoofs walk-in fridge

Heineken’s walk-in fridge spoofed by Bavaria. The pay-off ‘Zo’ basically stands for ‘after this great accomplishment, I deserve a Bavaria’. The ad was brilliantly conceived by Selmore. The message is clear; Bavaria is not for sissies. The execution could have been done better, but Selmore’s Oliver Koning assured us they had very little time to… More.

Review

Achtung! launches new Skoda Octavia

Achtung! launched yet another interactive car-introduction-site. ‘Interactive’ with a capital ‘I’ this time, cause the new Skoda Octavia has been displayed (offline) in different big cities, while online you can operate them. On the dedicated website the passers-by with a WTF-expression on their face are shown, while the empty car is blinking its lights, sounding… More.

Review

Flow; Nothing; Lowe

Adformatie reported last week that according to research conducted by Synovate 63% of the Dutch advertisers believe that the added value of advertising agencies will diminish. The reason is that more and more advertisers obtain agency expertise in-house. The same research clearly shows that agencies are pessimistic about the future – no news really, when… More.

News

Man hungry…ding dong…pizza

This commercial about ‘Great achievements by men’ for Domino’s was made by S-W-H. With its American voice-over, masculine message and catchy pay-off, you wouldn’t guess it’s from Amsterdam. Earlier work by S-W-H was also inspired by Domino’s’ American roots. Take for example this ‘we are the world’ spoof with the great pay-off: “We pizza promise… More.

Review