The winner of the Ster Gouden Loeki 2022 will be announced tonight at the Tropenmuseum in Amsterdam. De Ster, which provides advertising for the public broadcasting system in the Netherlands, has ten nominated commercials.
Three-quarters of the winner of De Ster Gouden Loeki, named after the doll that brightens up the time between commercials, is determined by a special panel of market research institute GfK. “They assess the commercials and choose the ten most beautiful, funniest, most moving, most popular commercials every quarter,” said a spokeswoman for De Ster. The other 25 percent is determined by the public who could vote online from February 13. That was the last time on March 5. The election, first held in 1995 and then won by KLM, has not seen such a high number of voters in seven years, more than 92,000.
Why was this prize created? “At Ster we believe in the power of advertising. A good commercial message, based around the right programming, reaches the people you have in mind and achieves the desired result. We also believe that good advertising should be rewarded. So that’s why a Ster Gouden Loeki award. It is the only public award for the best, most beautiful or most special advertisement,” said a spokeswoman. Incidentally, not only advertisements at Ster have a chance to win the prize. The Gouden Loeki revolves around commercials on all Dutch television.
The ten finalists
Centraal Beheer & DDB Unlimited with ‘Container’
CliniClowns & Sander van de Vlasakker and LegHetVast with ‘The smile that makes you live’
KPN & Dentsu Creative Amsterdam with ‘Glass Fiber’
KPN & Dentsu Creative Amsterdam with ‘Keep going with KPN Unlimited’
Kruidvat & DDB Unlimited and Eigen Fabrikaat with ‘Everyone deserves a nice Christmas’
KWF & Boris Creative with ‘For life’
Staatsloterij & TBWANEBOKO with ‘Don’t wait for luck to happen to you’
McDonald’s & TBWANEBOKO with ‘Holiday Love’
PLUS Supermarket & Wunderman Thompson with ‘Good food is a choice’
PLUS Supermarket & Energize with ‘Good food is eating together’
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