Hahaha, that was excellent!
"Even Apeldoorn Bellen" means "just call us", but they're always showing that line at the moment you realize something really bad just happened. In this case the entire fire station are too busy raving to discover that the alarm has gone off.

I moved to Amsterdam with the hope of maybe one day work on a campaign this good, it's quality stuff. :)

(actually it means "just call Apeldoorn" - the city where this insurance company is. I never realized how entrenched in Dutchness this whole campaign is until now. Maybe that's why the joke is not working for you. )

I shouldn't threadjack again, but that reminded me of something. One of the design briefs we were solving at my adschool in London was the issue with vending machines & waste bins in the London Underground, as bombs had famously been placed in waste bins, prompting the Underground to get rid of them. Also I was late to school at least twice due to bomb threats. On 18 Feb 1991, an IRA bomb exploded in a bin in Victoria Station, killing one person and injuring 38. It wasn't until 2011 that litter bins were finally allowed back near platforms. It was a very interesting brief, and I made a coffee vendingmachine that recycled the cups on-site, and only accepted (empty) cups as trash.

Threadjack: "Thanks for your opinion piece, Kid Sleepy." -- Why do people do this? kidsleepy obviously spells it kidsleepy, why would you add a space and caps where there are none? People do this to my handle too.

Back on topic: Ad critiques are opinion pieces, for sure. I've happily mocked Jezebel's take on a playtex campaign and also criticized a Veet campaign but for a different reason than Jezebel did - I concentrate on the ad, the insight, and what the target market thinks. Meanwhile Jezebel find sexism in everything except their mirrors. When it comes to anti-gun ads, I have to be very diplomatic to say "this ad does not work" when it doesn't, lest I be accused of being pro-killing-schoolchildren-with-guns. And that's the problem, it's been going on for a while, you talk about the ad (and that craft) and some readers can not separate the advertising craft from the advertised product or message. People berate @adland on twitter constantly for showing ads for cars or whatever, as if we're endorsing the car, when we are so obviously not. Example, when we posted the Lehning homeopathic our new twitter policy became "don't respond on twitter". If anyone has some pressing matters to share about an ad posted here they're welcome to post it in the comments.

As for the ignorant piece in Adweek, that's exactly what it was. There's a reason Al Smith was only governor of New York. The anti-Catholic prejudice has been going on since the Reformation. I was frankly a little stunned that a Swede - the most agnostic country in the world with only 2% Catholics - would be more aware of this century long intolerance than someone who I assume is US-born and bred. But hey, it got over 1100 comments! not all of them useful to people working in Advertising perhaps, but yeay traffic.

Perhaps this began when the clickbaity style blogs started writing about ads, something I've always suspected they got paid for. It's "easy content" as most people will say they hate advertising, and sometimes the clickbaity blogs even troll brands online.