A Jealous Dog and ‘90s Hit Made Bol.com’s Sinterklaas Film Unforgettable
This year’s ‘Sinterklaas’ campaign from Bol.com once again delivered a magical blend of humour, heart, and holiday cheer. Developed by DEPT and brought to life by the talented team at CZAR Amsterdam, the campaign tells the story of Bruno, a charming but jealous dog, determined to remain the centre of his owner’s world. Directed by Bart Timmer, the film masterfully balances comedic timing with emotional resonance, capturing the spirit of Sinterklaas through Bruno’s antics and the joy of gift-giving.
At the heart of the campaign is Bol’s digital wish list feature, cleverly integrated into the story as Bruno’s owner prepares for Sinterklaas’ arrival. The journey is set to a reimagined version of Haddaway’s iconic ‘90s track ‘What is Love’, which infuses the ad with a sense of playful nostalgia. Through Bruno’s stealthy efforts to sabotage the list, the film underscores the unbreakable bond between pets and their owners while showcasing Bol’s commitment to modern gifting solutions. Seamleslly weaving the universal themes of love and giving into the narrative, this campaign is a win in our books. From set design to music selection and multi-platform storytelling, every aspect of it reflects a passion for quality and connection.
Today, CZAR Amsterdam’s producer Robert Nan talks to LBB’s Zoe Antonov about the creative process behind the campaign, and shares insights into collaborating with Bart Timmer to craft the film’s warm, comedic tone.
LBB> Bart Timmer is known for his comedic timing - how did his vision shape the tone and pacing of the ad?
Robert> Bart Timmer truly has a unique sense of humour and he is able to combine subtle comedy with a warm, accessible atmosphere. His vision was crucial for the pace and timing of the commercial. He didn’t want the humour to feel too forced, but natural and with a touch of magical absurdity. By setting the rhythm of the scenes just right, he kept the story light-hearted, without compromising the emotion that comes with Sinterklaas celebrations.
LBB> Bruno steals the show in the campaign. What was it like working with an animal as the lead character? Any memorable or challenging moments on set?
Robert> Working with a dog as a lead always brings some extra challenges, but Bruno was an absolute professional! There were times when he did go his own way, but we had a great animal trainer who guided Bruno excellently. What was really special was how Bruno was able to exude a certain cuteness and stubbornness on his own, which made him the perfect character for the role. We searched in several countries for the perfect dog for this role and Bruno was by far the best for this script.
LBB> The re-recording of Haddaway’s 'What is Love' is a standout feature of the ad. How did you decide on this track, and what was the process behind adapting it for the campaign?
Robert> We tried several tracks under the film but ‘What is Love’ was finally the winner. The song immediately brings a feeling of fun and modern nostalgia. The idea was to use it in a playful way that would add to the Sinterklaas atmosphere. We re-recorded the song to give it a more modern, cinematic quality, while keeping the playful and fun element.
LBB> From the cozy setting to the Sinterklaas magic, the visual elements are super memorable. What was the process behind creating such a warm and festive atmosphere? What elements did you know you had to include?
Robert> We knew immediately that the atmosphere would be essential for this commercial. It had to feel warm, cosy and magical at the same time. We paid a lot of attention to the set, the lighting, the decorations and, of course, the traditional elements of Sinterklaas. It was not only about the visual aspect, but also about how we could capture the emotion of the celebration. The idea was to create a kind of ideal Sinterklaas experience, which at the same time felt accessible and recognisable to the audience.
LBB> How did you balance storytelling with showcasing Bol.com’s digital wish list feature? Was it challenging to integrate the product seamlessly into the narrative?
Robert> The main purpose, of course, is that it is a Bol commercial, and integrating the digital wish list into the story was actually not too difficult. It feels very logical and very contemporary.
LBB> How do you anticipate audiences will connect with the ad, especially given its universal themes of love and gift-giving?
Robert> I think the ad definitely has a broad appeal, especially because the themes of love, giving and receiving are so universal. Sinterklaas is a celebration that appeals to people of all ages, and the message of love and the joy of giving is something everyone can relate to. In addition, the humour of the advert is something that both young and old can appreciate, which makes it particularly accessible.
LBB> With the campaign running across various platforms, how did you adapt the story for different formats, like social media and cinema?
Robert> We shot on different formats 16:9, 9 :16, 1:2, and also shot a lot of extra content for online videos, cinema and socials.
LBB> What was the collaborative process like between CZAR, DEPT, and Bol.com? How did everyone’s input shape the final product?
Robert> The relationship between CZAR, DEPT and Bol.com has been great. We know each other very well from previous Sinterklaas films and other Bol projects and it was another pleasure to make a beautiful cinematic original film for Bol again.
