This Dutch Retailer Reminds Us That Kids Can Be Whatever They Imagine in Magical Holiday Ad

Bol’s annual campaign for Sinterklaas (the Dutch Santa Clause tradition) promotes the brand’s wish list poster on which kids can show the gift-bearing Saint what toys they would like for the holiday. This year’s campaign draws on research showing that childhood toys make up 30% of the deciding factor in choosing one’s career path, with nearly half of all adults working in the field they dreamt of as a child. Bol brings this insight to life in a fun and unexpected way that challenges the beliefs of Dutch viewers. 

The new TV commercial, which can be seen starting today as part of the cross-media campaign, tells the story of Eva who comes face to face with Sinterklaas. From that moment on, the young girl only wants one thing: to become Sinterklaas herself. A dream that she is completely committed to. We follow her as she perfects her role with all the right moves and by placing all the required items on her wish list. The music under the TV commercial is a re-recording of the '80s hit 'Holding Out For A Hero' by Bonnie Tyler. "With this film, in addition to giving a positive Sinterklaas feeling, we especially want to make it clear that every child can become whatever he or she wants. Even when that may seem unattainable," said Boukje Taphoorn, chief marketing and sustainability officer at bol. The new campaign was developed by DEPT® and was produced by Czar under the direction of Willem Gerritsen.

The film is supported by an extensive campaign that includes social, digital and traditional media as well as numerous brand and influencer partnerships.