HEMA Wins the Golden Loeki for Third Year in a Row with Iconic Christmas Commercial: A Look Back
It's official: the Golden Loeki, the coveted award for the best commercial in the Netherlands, goes to HEMA for the third year in a row. When the winner was announced on TV last week, there was hardly any surprise. Anyone who had a TV on at any point this past December already knew which commercial it would be. The Christmas ad featuring 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 commercial three years running is something very few brands can pull off.
Why This HEMA Commercial Hit the Mark
We know the formula by now. No complicated plot, no expensive Hollywood effects, just a pure, relatable moment. This year, we see a sick girl lying on the couch. She feels terrible, and nothing seems to help. That is, until Takkie and Siepie, the two loyal four-legged friends, reveal themselves as true caretakers. 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 love the commercial radiates. That’s exactly what makes the HEMA commercial a Golden Loeki winner. The strength lies in its relatability; it reminds us all of that time we were sick and someone—or some pet—took care of us.
Reviews for this HEMA commercial poured in from the very first airing. Social media was flooded with praise. People with tears in their eyes, parents recognizing their own kids on the couch, and, of course, the inevitable die-hard 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 kid again who just wants to be comforted. The connection to HEMA isn't a pushy sales pitch; it feels like a natural part of everyday Dutch life.
The Secret Formula Behind the Golden Loeki Series
In my opinion, the success of this series of commercials isn’t just down to the script or the actors. It’s the how to use of an icon: how to use a HEMA Golden Loeki commercial 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, crazy Christmas campaign every year, HEMA has found a formula they stick with. They build on the success of previous years, but each time manage to tap into a new, universal feeling. Last year was about loss, the year before about loneliness, and now it’s about the need for comfort. All themes that hit especially hard in December—the month of dark days and family gatherings.
- Relatability: The situation is ordinary, but the execution is cinematic. Everyone recognizes the comfort of a pet or a loved one.
- Nostalgia: Takkie and Siepie have been icons for decades. By putting them front and center, they effortlessly tap into the nostalgia of older viewers, while for new generations, they’re also cute, new friends.
- Simplicity: No complicated message. The commercial 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 Golden Loeki is basically a given these days, that HEMA just gets it handed to them. But that’s too easy. Winning a series like this, year after year, is something only a brand that truly feels like it belongs in your living room can do. It’s no surprise that the Golden Loeki reviews this year were virtually unanimous in their praise. The professional jury praised the 'timeless storytelling' and 'authenticity,' two terms you don’t normally hear in the same sentence about a retail company. Yet HEMA manages to pull it off: they turn a store chain into a feeling. And that feeling is the real prize they win, even before that little statue.
So, cheers to Takkie, cheers to Siepie, and cheers to the folks at HEMA who understand that the best commercial is one that doesn't feel like you're watching a commercial at all. Same time next year? Either way, the bar has been set incredibly high.