NPO 1 is going to make a big splash for the first time this year with the premieres of Christmas commercials. They want to create a Super Bowl-like promotional event. “There will be not one, but two blocks.”
The American football final Super Bowl is the most watched broadcast on American television every year. During the promotion of that event, advertisers always go big with unique TV advertisements. De Ster now also wants to create such an event on NPO 1, but with a Christmas variant.
Christmas commercials
It’s going to happen on Saturday: the Ster Christmas Advertising Premiere. “For the first time in its history, Ster is bundling the latest holiday advertisements in the Netherlands into two special commercial blocks and broadcasting them together on primetime TV. A festive moment to ring in December together,” said a spokesperson for Ster.
Attentive viewers were able to see a first announcement of the advertising premiere on TV last weekend. There is a promotional campaign running, also on the radio and online, ‘to work together towards a moment that viewers don’t want to miss’, as De Ster, which sells the NPO commercials, calls it.
Spectacular
While in America the Super Bowl is the stage for spectacular commercials, in the Netherlands the Christmas period is the time when brands go all out, says Ster. “Creativity, emotion and advertising come together at this time of year. With the Ster Christmas Advertising Premiere, Ster gives these advertising gems a special stage.”
The original plan was one commercial block next Saturday around 8:20 PM on NPO 1, immediately after the NOS Journaal and before Wie is de Mol. “However, given the great enthusiasm of brands to be visible during the premiere, a second block has been added.”
Second block
The second block is broadcast around 9.25 pm, immediately after Wie is de Mol and before Even Tot Hier. For the occasion, Loeki de Leeuw opens both blocks with a festive, specially developed video.
Ster boss Frank Volmer says: “Christmas advertisements are often small film productions that touch, connect and evoke memories. With the Ster Christmas Advertisement Premiere we create a joint moment that does justice to that creativity.”