Finally, Amsterdam wins its first golden Lion – in cyber. Nike’s ‘Write the future’, created by Wieden+Kennedy has already won a truckload of prizes, but winning in Cannes, is the cherry on top, of course. The campaign won in cyber, because it used social media very effectively; the film received 40 million online views. And since the film is so impressive, we expect it to win (at least) a golden film Lion this Saturday. Two virals were rewarded with a bronze Cyber lion. The first one: TomTom’s special edition StarWars voices – created by Pool Worldwide and directed by Willem Gerritsen (CZAR). This film will surely also win another Lion at the end of the week. The other viral, was Liquid Mountaineering for Hi-Tec by CCCP – a brilliantly executed mockumentary. Interesting detail; this second viral was also directed by Willem Gerritsen. In design two silver Lions were won. One by Amsterdam agency BrandBase for its pallet project, a unique working environment, built entirely from pallets by Most Design. The other silver design Lion went to Heineken’s STR bottle, a bottle that lights up in the dark thanks to its UV-sensitive ink – created by dBOD and Iris.

A very nice way of saying that mobile provider Hi ‘Likes’ Facebook. The ad, created by  FHV/BBDO, made us immediately think of The Hangover – though the tiger was replaced by an ostrich. We’re not sure whether this was on purpose, but don’t really mind, cause let’s not pretend as if advertising is art. In the best case it is inspired by art – or in this case a blockbuster. In other words, advertising doesn’t have to be completely original. What’s more, the execution is spot on; the ad was skillfully directed by Jeroen Annokkeé (CZAR). So, all in all, we ‘like’.

This concept – with unlimited mileage – is not new. For about 2 years now LOI – a commercial education institute – explains us that ‘Holland is getting smarter’. Earlier we saw a family dad speaking fluent Italian with the waiters that were insulting his family in an Italian restaurant. This time we see four guys who seem to be getting ready for a big football match; football shirts, snacks, Amstel beer (your typical mates-getting-together-beer), and a girlfriend that’s being asked “When was it that you are leaving?”. But ‘ceci n’est pas un Champion’s League match’. It’s the ‘National Dictation’; an event that tests your writing skills. Since Dutch grammar is – even for the Dutch – close to rocket science, you wouldn’t expect these guys to participate. But since they’ve done a course at LOI they actually enjoy it and even judge it a “piece of cake” – already after the first impossible phrase. Funny ad, strong message. Created by N=5 and directed by Bart Timmer (CZAR).

“Not every granny is reliable. Fortunately every Golf is”. This feel good commercial, built around classic advertising humour, doesn’t require much elaboration. The message is clear. And except for the music – that makes the Golf sound a little too cheap – and the overacting dad, we like it. Even if you don’t, the ad is as reliable as a Volkswagen Golf. It was created by DDB and directed by Bart Timmer (CZAR). The commercial was launched through YouTube and Dumpert (a Dutch site with funny, shocking, etc. video’s) and according to DDB generated 1 million views within one week. Who needs television?

Usually we’re not big fans of commercials that use overly obvious humour. But we have to say this one is quite well done. The police man addresses the old woman in quite a paternalistic way. “Sir, you probably thought, with this fast car I might as well put the pedal on the metal?”. When she replies, the cop says: “Changing your voice in a funny way, is not going to make a difference”. And then Pearle offers a product, ‘zicht garantie’ (if your eyesight decreases within one year after buying a pair of glasses, you get new glasses for free), that hasn’t got much to do with the joke. But that doesn’t matter, it makes the brand sympathetic anyway. Created by TBWA\Neboko and directed by Jeroen Annokkeé (CZAR).

This commercial for Autodrop (Liquorice in the shape of cars) is quite weird. Skittles-weird, but in an uncomfortable way. Is it the audience laughing in the background or the unattractive office folk? We don’t really know. In any case, we do believe this concept has mileage and might – that is, might – grow on you. Here’s another one. Created by DDB – that just won the account and introduced this new ad property – and directed by Jeroen Annokkeé (CZAR).

Dutch navigation device manufacturer TomTom offers a very special set of new navigation voices in joint promotion with Star Wars. This viral – yes, we do consider it a viral – created by Pool Worldwide and directed by Willem Gerritsen (CZAR), advertises Yoda’s voice – on sale for US $13. In May Darth Vader was released. Very funny, though we can imagine – as the commercial already shows – that this voice will (literally) drive you nuts after a while. On the TomTom website you can also listen to voice samples of the other Star Wars characters – Darth Vader, C-3PO, and Han Solo. There’s also a Star Wars game – we could almost hear the client say “let’s also do a game”. It has to do with augmented reality through your webcam, using the force and winning ‘a personalized Yoda voice’ – whatever that may be. All in all, TomTom – in difficult times because of the recession and tough (mobile phone) competition – and Pool have done a great job in turning TomTom into a more likeable brand.

“You always need more than you expect” is what this builder tells his colleague when the cement flows away in the mouse’s – beautifully filmed – shelter. It is followed by the pay-off ‘Just call Apeldoorn’. Insurer Centraal Beheer (CB) – based in Apeldoorn – and agency DDB Amsterdam probably have the longest relationship in Dutch ad history. Since 1985 DDB creates humorous small stories – with the exact same pay-off that illustrates how well you are insured at CB. The only thing we always ask ourselves, when seeing these films, is whether CB will pay up when the shit does hit the fan. Don’t insurers always try to tell you that this particular situation is one of the exceptions referred to in Appendix X,Y and Z of the general conditions? Maybe not CB. Anyway, the film is quite entertaining. Especially because of the the Walt Disneyesque cinematographic quality of the cement-mouse chase. It was directed by Jeroen Annokkeé (CZAR).

Just when we thought that virals were a bit passé, we came across this fellow, made by CCCP. It’s a mockumentary about ‘liquid mountaineering’. The video tries to sell waterproof trainers from Hi-Tec, a British sports brand. It has been viewed 4.5 million times in one month. The Sunday Times – for what it’s worth – called it one of the best hoaxes of this year. We’re not sure if we concur, cause you can hardly call it a hoax – unless you believe that Jesus could do the same. But we like it. The fact that you know it’s fake doesn’t really matter, since the execution is subtle enough to be able to enjoy it – it was directed by Gerrit Willemsen from CZAR. And unlike many other virals, it even conveys a message; If you go Jesus hiking, Hi-Tec is your brand.

Normally we don’t show typical Dutch commercials, because the humour is often culturally challenged and thus not very funny for an international (and critical) crowd. But this guy telling his girl she still owes him money for the burger he bought her during a ‘romantic’ dinner at McDonald’s made us laugh. Especially because it highlights one of the most famous preconceptions about the Dutch; they are all stingy bastards! And since McDonald’s – with its think global act local strategy – sells a ‘Dutch Deluxe’ this week (on a brown bun, yuck!), the execution is spot on briefing; “deliciously Dutch”. Created by TBWA\Neboko and produced by CZAR.