The Christmas groceries of 2023

15 December 2023  

As the end of the year approaches, retail chains traditionally release Christmas commercials. Christmas commercials almost always play on emotion and usually say something about the times we live in and the feelings that exist in a society. In these times, when individuals seem to become increasingly distant from each other, 'connection' is more the theme than ever. The people (and animals!) in these commercials are looking for connection. They want to mean something to someone else.

That is exactly what Scribit.Pro does its utmost to achieve, and not just at Christmas, but every day. We focus on making and publishing video content accessible. This way, media, information and entertainment can be (better) understood by all viewers. We see it as our mission to create an accessible future; an inclusive society in which everyone counts, participates and matters.

Like every year, Scribit.Pro makes a selection of the most beautiful and remarkable Christmas commercials accessible. We add audio description, subtitles for the deaf and hard of hearing, and a transcript to these videos. This way, viewers with visual, hearing and/or cognitive disabilities, or people who need support while watching, can also experience these Christmas commercials.

Below are the most special Christmas commercials of 2023 from the Netherlands.

A new dad holds his baby daughter in his arms. The girl has a hearing aid, which he leans into and talks tenderly into. The man sees his daughter grow up into a playful child, an inquisitive teenager and a grown woman, who has a child of her own. Years later, the now elderly man has a hearing aid himself. Now it is the daughter who turns to him for loving words.

"A lifetime of... hearing like you've never seen."

Agency: INDIE Amsterdam

'The store of all of us' lives up to its name and delivers an inclusive Christmas message this year. An elderly couple who have decorated the house inside and out and from top to bottom with hysterical Christmas decorations, flickering lights and moving model trains, gets to hosts their granddaughter for the holidays. Because the girl quickly becomes overstimulated, grandma and grandpa take all precautions. They even take the entire street with them. The slogan: 'Make Christmas beautiful your way with decorations and gifts from Bol.'

Agency: DEPT

Albert Heijn focuses most on emotion with its Christmas commercial. 'Christmas is not just about what you put on the table. But especially who you sit at the table with.' Supermarket manager Ilse, a regular character in Albert Heijn commercials, only plays a supporting role in this story. The leading role is for Uncle Ko, who dedicates himself with heart and soul to the young people who visit his boxing gym. These teenagers would like to give something back by giving their coach an unforgettable Christmas. This commercial knows how to connect; a sense of family outside of family.

Agency: TBWA/Nebeko

Two adult twin brothers, both without a family or partner, live alongside each other in the same village, which resembles an old mining region in the south of Limburg. Even when they meet each other in the local pub, there is no greeting. Loneliness starts to eat away at them, especially when they see families happily celebrating the holidays, which they also did as little boys. 'Good food is eating together.' That is what Plus promotes every year during the holidays. So on Christmas Eve, the brothers get the same idea...

The soundtrack is formed by the song Like it always was by Danny Vera.

Agency: Energize

This year's Lidl Christmas commercial is not a Dutch, but an English production that can be seen in living rooms throughout Europe. All the elements for a Christmas story are present: wintry shopping streets, cheerfully decorated and illuminated living rooms, a large family around an exuberant Christmas dinner, a cute child with a loving mother and heroic animals. A raccoon does everything he can to give the boy in whose garden he lives an unforgettable Christmas: 'Magical holidays full of enchanting moments.'

Agency: BBDO Germany

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Because that is the true Christmas spirit: an inclusive world with an eye for everyone, where every group and every individual feels heard and seen. Also fellow humans with a visual, auditory and/or cognitive disability or challenge. At Christmas, but also all other days of the year.

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