CZAR Amsterdam’s Bart Timmer Directs Bol's Heart-warming Sinkerklaas Campaign

This holiday season, Bol’s beloved ‘Sinterklaas’ campaign delivers another enchanting story, developed by DEPT and produced by CZAR Amsterdam. The campaign revolves around the wish list that many children prepare in anticipation of Sinterklaas’ visit to The Netherlands. The campaign also follows the journey of Bruno, an adorable little dog who gets a little jealous when his owner’s attention is set on making a wish list for Sinterklaas.  

Directed by Bart Timmer, the campaign is a masterclass in comedic timing and quickly sets the stage for Bruno’s mission: to steal the wish list and ensure he remains his owner’s top priority.

A re-recording of the 90's hit ‘What is Love’ by Haddaway sets the tone for Bruno’s stealth mission, as we follow the dog’s attempts at sabotaging his owner’s wish list. Ultimately, this fails as his owner sends out a digital wish list to Sinterklaas using Bol’s app. The story culminates in a heartwarming twist: among the gifts Sinterklaas delivers to the owner is also a ball for Bruno, ensuring that the duo’s bond remains as strong as ever.

The spot celebrates the magic of Sinterklaas, while cleverly showcasing Bol’s digital wish list feature, making gift-giving easier and more thoughtful.

The campaign is now live on television, online video, social media, radio, outdoor channels and in cinemas.