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

It's official: the Gouden Loeki, the coveted award for the best advert in the Netherlands, has gone to HEMA for the third year in a row. When the winner was announced last week on the TV programme, there was hardly any surprise. Anyone who had a TV on during the past December already knew which commercial it would be. The Christmas advert with Takkie and Siepie has once again captured the hearts of viewers, and the professional jury couldn't ignore it either. It's a major achievement: making the best advert three years in a row is something only a few brands can pull off.

Why this HEMA advert hits the mark

We know the formula by now. No complicated storyline, no expensive Hollywood effects, just a pure, relatable moment. This year, we see a sick girl lying on the sofa. She feels rotten, and nothing seems to help. That is, until Takkie and Siepie, the two loyal four-legged friends, reveal themselves as true caregivers. With a teacup and a blanket, they manage to put a smile on her face. It's no grand gesture, but it's the small, genuine warmth that the advert radiates. That's exactly what makes the HEMA advert Gouden Loeki a winner. Its power lies in its relatability; it reminds us all of that one time we were sick and someone, or an animal, took care of us.

The reviews for this HEMA advert poured in from its first airing. Social media was flooded with glowing comments. People with tears in their eyes, parents recognising their own children on the sofa, and of course, the inevitable dedicated Takkie and Siepie fans. It’s a guide on how to do it right 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 child again, wanting to be comforted. The connection to HEMA isn't pushy sales talk; it feels like a natural part of an Irish household.

The secret formula behind the Gouden Loeki series

As far as I’m concerned, the success of this series of ads isn’t just down to the script or the actors. It’s the how to use of an icon: how to use HEMA advert Gouden Loeki to make a brand immortal. The answer is simple: be consistent and dare to be vulnerable. Where many brands try to launch a completely new, often over-the-top crazy Christmas campaign each year, HEMA has found a thread they stick to. They build on the success of previous years, yet each year they manage to tap into a new, universal feeling. Last year's theme was loss, the year before it was loneliness, and this year it's the need for comfort. All themes that hit extra hard in December – the month of dark days and family.

• 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 putting 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 advert shows the products (the blankets, the tea sets), but makes them secondary to the story. It doesn’t feel like an ad; it feels like a short film.

I know people who say the Gouden Loeki is a formality these days, that HEMA just gets it handed to them. But that’s too easy a thought. Winning a series like this, year after year, is something only a brand that truly feels like part of the family can achieve. It’s no wonder the Gouden Loeki review this year was practically unanimous in its praise. The professional jury praised the 'timeless storytelling' and the 'authenticity', two terms you wouldn’t normally hear in the same sentence about a retail chain. Yet HEMA manages to pull it off: they turn a shop into a feeling. And that feeling is the real prize they win, even before that little statuette.

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 make you feel like you’re watching an ad. Same again next year? The bar is set incredibly high once more.