Advertising forms part of our national culture and of our personal history. Advertising shows us who we were and who we are, often in a humorous and sometimes poignant manner. Ask a random person on the street what his favourite paintings are and chances are you’ll get a short answer. But ask that same passer-by what his favourite ad-campaign or commercial is and you’ll get an immediate response.
At the exhibition ‘Advert Classics’ at the Beurs van Berlage, visitors will take a journey past a historical mix of public favourites and classic campaigns,. Take the very first Blue Band (margarine brand) girl, the controversial ‘Rather naked than fake’ or the Just Call Apeldoorn commercials, a reference to the head-office of insurance company Centraal Beheer which is situated in Apeldoorn.
Also part of the exhibition is the El HEMA pop-up shop – an imaginary Arabic version of the popular Dutch warehouse HEMA. The shop aims to unite some remarkable expressions of the Dutch and Arabic culture. The products for sale (T-shirts, wine, coffee and chocolate) and the packaging for the El HEMA pop-up store are designed by Mediamatic together with a team of designers from Lebanon, Kuwait and the Netherlands.
The exhibition covers more than 150 Dutch advert classics. The selection is made by the leading advertising historian of the Netherlands, Wilbert Schreurs, who is also curator of the exhibition, and has then been submitted to a jury consisting of 32 communication professionals. The exhibition is opened daily, until 27-02-2011. The location is Beurs van Berlage in Amsterdam. Wilbert Schreurs is a member of the VU-team of TEF.