Centraal Beheer has a new agency, TBWA\NEBOKO, but its legendary campaign, Even Apeldoorn bellen (Just Call Us), lives on. The new commercial is the 63rd in the series that has won hearts with its wonderful wit for 37 years and is running on Dutch TV and online.
The new commercial has a modern flavour, tapping into the pervasive fear of digital scams. The campaign’s perfectly timed humour continues through the directing decisions of Bart Timmer (who also directed the 2008 Even Apeldoorn bellen commercial, Apocalypse).
The phrase, Even Apeldoorn bellen, references Centraal Beheer’s hometown of Apeldoorn directly, where the company has been headquartered since 1972. The slogan was introduced in 1986 to emphasise the company’s commitment to being readily accessible to customers in times of need. Over the length of the campaign, it has entered popular culture in the Netherlands, symbolising a reliable lifeline during unexpected mishaps.
“Everyone in the Netherlands knows Even Apeldoorn bellen, it’s literally in the dictionary and a daily hashtag on social media,” said Marteyn Roose, CEO of Centraal Beheer. “But it’s more than a slogan. It reflects our personal approach, our accessibility, and our commitment to truly helping people and entrepreneurs. That hasn’t changed, even after 40 years, and it’s never been more relevant in a digital world where challenges evolve, but our human connection remains just a phone call away. Well… assuming your phone’s actually in your pocket.”
“Creating a new Even Apeldoorn Bellen commercial isn’t just a brief, it’s an honour,” stated Darre van Dijk, chief creative officer at TBWA\NEBOKO. “This campaign is sacred ground in Dutch advertising, so the bar was set high. The concept for ‘Scammers’ came from one of our youngest teams, inspired by the all-too-relatable fear of getting scammed. The result is a story that feels both unmistakably current and unmistakably Apeldoorn, culminating in that classic, inevitable ‘oops’ moment that has defined the series for decades.”
