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Amstel trekt blik BN’ers open
Amstel verkoopt zijn bier op het moment door in de reclamespot BN’er-muzikanten neer te zetten als oergezellige Nederlanders, die zich het best voelen als ze onder de Nederlanders zijn. Werkt dat?
Een van de treurigste verschijnselen van onze tijd is de BN’er. Op de een of andere manier zijn er Nederlanders ontstaan die tot taak hebben de rest van het land te laten zien hoe grappig, gelukkig, aantrekkelijk, energiek en sympathiek een mens kan zijn. Soms zijn het zangers, soms soapies en soms beroepsgrappenmakers, maar hun kerntaak op televisie is de stemming erin brengen.
Er zijn nog maar weinig amusementsprogramma’s zonder BN’ers. Het mooiste voorbeeld van een BN’ers-show is ‘Ik hou van Holland’, gepresenteerd door über BN’er Linda de Mol. Ze kan eigenlijk niets, maar doet alles en ook nog met veel succes. Haar grootste talent is dat ze het uitproest van het lachen zodra er iets lolligs gebeurt. Ideaal dus.
Gilde
Het zijn niet zozeer de bekendste Nederlanders die tot het Gilde der BN’ers behoren. Cruyff, Sven Kramer, Rutger Houwer, Mark Rutte of DJ Tiësto zijn zeer bekend, maar geen BN’er. Ze zijn niet te huur en, op Mark Rutte na, geen oergezellige lolbroeken. Dit type echte topper is vaak te weinig vorm en te veel inhoud en focus.
Je kon erop wachten, de BN’ers krijgen ook de reclame in hun greep. Natuurlijk zijn populaire Nederlanders al sinds jaar en dag actief in de reclame, maar echt een heel blik BN’ers opentrekken is nieuw. Amstel, met zijn Vrienden van Amstel Buurtconcert-reclame is een sprekend voorbeeld. Het zijn allemaal muzikanten die of vooral BN’er zijn of een beetje van die hybride types: muzikanten die ook wel eens een graantje in het BN-circuit mee pikken of iets moeten pluggen. Xander de Buisonjé is ingehuurd als BN-kanon. Deze hunk/dwangmatige versierder, algemene stemmingmaker en liedjeszanger is ideaal voor Amstel. Door zijn hockeyfeest/studentencorpsimago is de link met bier al snel gelegd.
Een belangrijk aspect van de spot is dat binnen de kortste keren al die zanglustige BN’ers, na een buurtconcert een buurtwoning confisceren. Vervolgens drinken ze het aanwezige Amstel-bier op. De bewoners laten het zich allemaal aanleunen. Begrijpelijk, want die BN’ers zijn eigenlijk automatisch vrienden van je, gedroomde vrienden zelfs. Met al hun openheid en het totale ontbreken van pretenties passen ze naadloos in ieders leven.
Huisvrienden
Het zou goed zijn als al die lolbroeken zich gewoon zouden concentreren op hun echte werk, dat komt de kwaliteit ervan allicht ten goede. Helaas is de BN’er primair een amuseur. Hij schiet meestal net tekort in zijn echte werk of zijn topjaren liggen al ver achter hem. Al die televisieoptredens zijn een leuke aanvullende bron van inkomsten en trekken bovendien mensen naar de optredens in het land. Zo bekeken heeft iedereen baat bij het systeem.
Maar verkoop je met deze mensen in je spot meer van je product? Gevreesd moet worden van wel. Wie een beetje Xander de Buisonjé wil zijn of Acda en De Munnik als huisvrienden wil hebben, zal al snel de neiging hebben een kratje Amstel in huis te halen. Maar ja, in werkelijkheid komen ze nooit langs, dus daarvoor hoeft u in ieder geval geen Amstel in huis te halen.
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Gefingeerde gezelligheid met heeel veel goede vrienden kan eenzame mensen wel eens aanzetten tot suicide. Zelf oefen ik in het ontwikkelen van de spontane slappe lach en ga vervolgens op auditie bij de Tros.
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Maar meneer Hendriks: Dit IS hun echte werk!
Overigens is reclame natuurlijk niets anders dan door de overheid gesanctioneerde desinformatie; wat wel begrijpelijk is, immers zo kan niemand beweren dat de overheid het alleenrecht heeft op het in het ootje nemen van de burger.
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Het hele Nederlandse amusement en nu dus ook de reclame lijkt wel “de grote Jaap Buysshow”. Dag in dag uit komt het Volendamse circus aan ons voorbij. Veel Nederlandse artiesten is er alles aan gelegen om hier ook bij te horen en daardoor verzekerd te zijn van een stukje werk. Het geslijm en gelik is gewoon genant.
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Inderdaad Liesbeth, daar gaan we weer met diverse BNers in een spotje. Een reden voor mij om dit produkt NIET te kopen.
Zo zouden meer consumenten eens moeten reageren. Kijken hoe snel het afgelopen is met dit ongekende geslijm en gegraai door BN- ers. -
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