HEMA and Hotel L'Amour triumphed once again at the Ster Gouden Loeki 2024, taking home the prestigious award for their heartwarming Christmas commercial featuring the beloved characters Takkie and Siepie. This marked the second consecutive year that they have secured this honor. The awards ceremony took place on Thursday evening, March 20, 2025, in Amsterdam, where enthusiasm for advertising creativity was palpable.
The event, hosted by Chris Zegers, celebrated its 30th anniversary, showcasing the evolution of advertising in the Netherlands. The awards ceremony saw special appearances by actors Marlijn Weerdenburg and Elise Schaap, as well as advertising professional Aad Kuijper. With over 122,000 votes cast by the Dutch public, this year's voting surpassed previous records, demonstrating the growing engagement with television advertisements.
HEMA's winning commercial revolves around a nostalgic story of an elderly man who encounters plush toys from his childhood. This touching narrative evokes the message that "happiness lies in small things," leaving viewers with a sense of warmth and togetherness during the holiday season.
In addition to the main prize, the awards also recognized the best advertisements for social causes, a new category that was introduced this year. KiKa and Joe Public won this inaugural award with their poignant commercial titled "Moeder." The ad features a woman reflecting on her younger, sick self while showcasing the fight against childhood cancer, raising awareness and compassion for those dealing with serious illnesses.
The silver award went to Albert Heijn and advertising agency TBWA
eBOKO for their holiday commercial "Whamster," which draws inspiration from the classic Wham! song "Last Christmas." This commercial not only features the brand's signature festive cheer but also includes a cameo by Andrew Ridgeley, further adding to its nostalgic appeal. However, the ad also unwittingly impacted the popular game Whamageddon, where participants tried to avoid hearing "Last Christmas" from December 1 to Christmas Eve, leading to many players being eliminated due to its ubiquity.
The bronze award was claimed by KPN and Dentsu Creative Amsterdam for the commercial "Stukje van mij," where singer MEAU addresses the consequences of online shaming and promotes a safer internet. This campaign highlights pressing social issues, resonating with audiences and fostering discussions around online behavior.
This year’s top ten included HEMA and Hotel L'Amour's "Kerst Takkie en Siepie," Albert Heijn's "Whamster," KPN's "Stukje van mij," and several other notable commercials from various brands, emphasizing the creative powerhouse that is the Dutch advertising scene.
In the newly introduced category for good causes, the top five ranked commercials were led by KiKa and Joe Public with "Moeder," followed by campaigns centered on serious issues including cancer and health awareness from various organizations. This new category not only diversifies the recognition but also encourages brands to use their platforms for social good.
The Ster Gouden Loeki remains one of the most esteemed awards in the Dutch advertising industry, reflecting the public's enjoyment and engagement with visual storytelling. With an impressive turnout for voting and a celebrated thirty years of the award, the future of Dutch advertising looks bright, fueled by creativity and a commitment to addressing important social themes.
In conclusion, this year’s awards have once again highlighted the best in creativity, empathy, and storytelling in advertising, leaving audiences eagerly anticipating what next year's entries will bring.
