Actor Frank Lammers from Mierlo as a cheerful family man in the Jumbo advertising, Tonprater Boy Jansen from Budel as a swinging baker in the Lidl commercial and comedian Leo Alkemade as a holiday maker in the price-free advertising. Mediaconner Thom Goderie knows more about the success formula behind Brabanders on TV. “We have a predisposition for splendor,” he says convincingly.
There are already enough people from Brabant on TV, but there is a new addition from our province. Actor Jeroen van Koningsbrugge from Den Bosch has been the new face of Albert Heijn since this week, the supermarket announced in a new commercial.
As a reporter of Shownieuws and maker of the series ‘Everything for the Show’ is Thom Goderie from Roosendaal every day in the Showbizz and television world. The medianer is one of the many people from Brabant who walks around in Hilversum and according to him there is a logical explanation for that.
“We have a talent for splendor.”
“Our province of course has a Roman Catholic past. We have a predisposition for splendor. If you look at a pastor in a church, it is also a big show,” he laughs. Thom sees these qualities with many colleagues in the world. “Albert Verlinde is a real professional, but also a kind of pastor when he is speaking.”
Yet the people from Brabant seem to excel specifically in TV commercials. Corry Konings from Tilburg recently shone in the advertising of the Blue Supermarket with a song that was a hit on Tiktok.
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According to Thom, the fact that so many Brabo’s can be seen in advertisements has to do with the reputation we have in the rest of the country. “We call on the carnivalesque, Royale and Burgundian feeling with consumers. We don’t use the Brabant cosiness as a geuzen name for nothing. Brands make very clever use of it, because it sells,” he explains.
According to Thom, it will be careful that it appeals to a wide audience. Subtituing the Brabant accent, such as with Frank Lammers in the Netflix series Undercover happens, you will not see in a commercial quickly. “The emphasis and the soft tongue are subtly coming back for the right atmosphere, but you notice a difference with a film or series.”
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For the well -known people from Brabant, it is certainly profitable to be the face of a brand, because they earn a good pocket money with it, Thom knows. “Frank Lammers and Jeroen van Koningsbrugge will already have the sheep on dry land, but they will certainly earn well with this.”
In addition, agreements are often made in a contract between the Dutch celebrity and the brand. “I once heard that Frank Lammers is not allowed to go shopping at a store other than the Jumbo,” says Thom.
Afraid to always be known as ‘the man from that advertising’ do not have to be the Brabant stars according to the medianer. “They have now structured such a status and are real quantities. Then a role in an advertisement can perfectly exist next to a role in a film or series.”
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