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The Best Work You May Never See: JWT Amsterdam Tells Tale of Co-Parenting For PLUS Supermarket


Robert Goldrich
Tuesday, Dec. 12, 2017


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As PLUS Supermarket’s brand line and strategic mission is to “Eat Well,” the Christmas twist on this line--as reflected in this holiday spot--was to “Eat Well Together.”  The aim was to make this come to life in an inclusive way that anyone and everyone in the Netherlands could relate to. This led J. Walter Thompson Amsterdam to focus on a co-parenting family, and to tell the tale of a little girl whose parents are separated. 

J. Walter Thompson Amsterdam involved an organization called Villa Pinedo. This charitable foundation specializes in matters of divorce and separation, especially as seen through a child’s eye, and their team gave counsel on the campaign development and the sensitivities surrounding the topic.

The film follows a few weeks in the life of a young girl with separated parents in the run up to Christmas, as she switches between her mother’s home and father’s new apartment. The viewer senses that despite adjusting to the new situation, she is longing for the time when the family was still together. The action leads up to the Christmas meal. In Holland there is a tradition sharing a meal with one large hotplate and where each guest has their own individual pan to make their own meal. This is called “gourmetting.” The girl is celebrating Christmas at her mother’s house and is sharing a “gourmet” meal with her extended family. However, she has left a little gift for her dad back at in his apartment, which is a small “gourmet” pan. This pan acts as his symbolic invitation to join the meal, which he does, to her obvious delight.

So despite circumstances, and differences, the separated family celebrates Christmas with a great meal together.

The film was shot by one of the Netherlands most celebrated commercial directors, Ismael ten Heuvel, who is known for using emotion in a very powerful way. For this spot he collaborated with a rising talent: female director Basha. Both directors working through Amsterdam-based production company Pink Rabbit--had affinity with the subject matter and brought their different perspectives to the story. DP Martijn Broekhuizen translated the story visually and Amp.Amsterdam came on board to undertake a careful and extensive music search resulting in the track by The Cinematic Orchestra.


Client PLUS Supermarket Agency J. Walter Thompson Amsterdam Bas Korsten, creative partner; Marcel Hartog, executive creative director; Chris Sant, concept; Dieuwer Bulthuis, concept/copywriter; Daan de Raaf, executive strategy director; Lex Noteboom, strategist. Production Pink Rabbit Ismael ten Heuvel & Basha, directors; Martijn Broekhuizen, DP. Postproduction/VFX Captcha! Editorial MRTN edit boutique Music The Cinematic Orchestra--”To Build A Home” Jason Swinscoe, Philip Jonathan France, Stella Page, Dominic Smith, Patrick Watson, writers. Published by Ninja Tune/Kobalt/Cloud 9. Amp.Amsterdam, music supervision. Sound Lab 3 Jeroen van Gessel


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