with videosTV commercials from Calvé, Hema, Lidl and Alzheimer Nederland, among others, have a chance to win the Ster Gouden Loeki of 2023. The prize is awarded annually to the makers of the best commercial. Surprising: the Staatsloterij, which won the Ster no fewer than four times in the past five years, has not been nominated.
However, the advertisements from Toyota, Dove, KPN, Interpolis, KIKA and Heineken are on the list of the ten nominees this year. The winner of De Ster Gouden Loeki, named after the doll that brightens up the time between commercials, is three-quarters determined by a special panel from market research institute GfK. This assesses the commercials and selects the ten most beautiful, funniest, most moving and most popular commercials every quarter. The other 25 percent is determined by the public who can vote until March 10. The prize will be awarded on March 14.
Not only advertisements at Ster have a chance to win the prize. The Gouden Loeki revolves around commercials on all Dutch television. The prizes for the best advertisements have been awarded since 1995. Previous winners include classics such as Rolo met Olifant (1996), Bommetje van Melkunie (1997), Goeiemoggel by KPN (2007) and Pietertje van Calvé Pindakaas (2010).
This year, for the first time in a long time, the Staatsloterij has no chance of winning. That is surprising, because in the past five years the makers of the commercials have won the Golden Loeki no less than four times. In recent years, the Staatsloterij has had success with commercials in which dog Frekkel (2018), hedgehog Freddie (2019) and cat Frummel (2020) played the leading role. In 2021, the lottery had to settle for second place for the commercial with the cuckoo clock Fritsie. In 2022, the Staatsloterij could count on profits again, with a commercial in which a father and son take the trip of their lives.
The ten finalists of the Ster Gouden Loeki of 2023 at a glance:
Alzheimer Netherlands with ‘What if… it’s your brother?’
Calvé & Alfred International with ‘Calvé Peanut Butter 75 years’
Dove & Ogilvy with ‘Cost of Beauty’
Heineken & LePub / Boomerang with ‘Wonderfully Clear Whatever you call us.’
Hema & Hotel l’Amour with ‘Christmas’
Interpolis & Wefilm with ‘Mis Niks’
KiKa & Joe Public with ‘Make children’s dreams come true’
KPN & Dentsu Creative Amsterdam with ‘That’s entertainment the way you want it’
Lidl & BBDO Germany with ‘Magical holidays’
Toyota & DDB with ‘You never drive a Toyota just for yourself’
Free unlimited access to Showbytes? Which can!
Log in or create an account and never miss anything from the stars.