HEMA wins the Gouden Loeki for the third year in a row with its iconic Christmas ad: a look back

It’s official: the Gouden Loeki, the coveted award for the best commercial in the Netherlands, has gone to HEMA for the third year running. When the winner was announced on TV last week, there wasn’t really any surprise. Anyone who had their TV on at all during the past December already knew which ad it would be. The Christmas commercial featuring Takkie and Siepie has once again captured viewers' hearts, and the expert jury couldn’t overlook it either. It’s a significant achievement: making the best ad three years in a row is something only a few brands can pull off.

Why this HEMA ad hits the mark

We know the formula by now. No complicated storyline, no expensive Hollywood effects, just a simple, relatable moment. This year, we see a sick girl lying on the couch. She feels awful, and nothing seems to help. That is, until Takkie and Siepie, the two loyal pets, reveal themselves as true caregivers. With a teacup and a blanket, they manage to put a smile on her face. It’s not a grand gesture, but the small, genuine warmth the ad radiates. That’s precisely what makes the HEMA ad Gouden Loeki a winner. The power lies in its relatability; it makes us all think back to that time we were sick and someone, or some pet, took care of us.

Reviews of this HEMA ad poured in from the moment it first aired. Social media was flooded with positive reactions. People with tears in their eyes, parents who recognised their own kids on the couch, and, of course, the inevitable die-hard Takkie-and-Siepie fans. It’s a guide on how it’s done in the advertising world: focus on emotion, not product features. You see the dog and the cat, you feel the warmth, and before you know it, you’re that little kid who just wants to be comforted. The connection to HEMA isn’t a pushy sales pitch; it feels like a natural part of the Dutch household.

The secret formula behind the Gouden Loeki series

For me, the success of this series of ads isn’t just down to the script or the actors. It’s a how to use of an icon: how to use HEMA ad Gouden Loeki to make a brand timeless. The answer is simple: be consistent and dare to be vulnerable. While many brands try to launch a completely new, often over-the-top Christmas campaign every year, HEMA has found a thread they stick with. They build on the success of previous years, yet each year they manage to tap into a new, universal feeling. Last year, the theme was loss; the year before, loneliness; and this year, it’s the need for comfort and security. All themes that hit especially hard in December – the month of dark days and family gatherings.

• Relatability: The situation is everyday, but the execution is cinematic. Everyone recognises the comfort of a pet or a loved one.
• Nostalgia: Takkie and Siepie have been icons for decades. By placing them front and centre, they effortlessly tap into the nostalgia of older viewers, while for new generations, they’re also adorable new friends.
• Simplicity: No complicated message. The ad shows the products (the blankets, the tea sets), but makes them secondary to the story. It doesn’t feel like advertising; it feels like a short film.

I know people who say the Gouden Loeki is just a formality these days, that HEMA gets it handed to them. But that’s too simplistic. Winning a series like this, year after year, is only possible for a brand that truly feels like part of people's homes. It’s no wonder that the Gouden Loeki review this year was almost unanimously positive. The expert jury praised the 'timeless storytelling' and 'authenticity' – two terms you don’t normally hear in the same sentence when talking about a retail chain. Yet HEMA manages to pull it off: they turn a chain of stores into a feeling. And that feeling is the real prize they win, even before the little statue.

So, cheers to Takkie, cheers to Siepie, and cheers to the people at HEMA who understand that the best ad is one that doesn’t feel like you’re watching an ad at all. Same time next year? Either way, the bar has been set incredibly high again.