Centraal Beheer Revives Iconic ‘Even Apeldoorn Bellen’ with a Fresh Twist

​Centraal Beheer, a trusted name in financial and insurance services, unveils the 63rd installment of its legendary Even Apeldoorn bellen (Just Call Us) campaign - the most iconic and longest-running ad series in the Netherlands. The latest film, titled 'Scammers,' kicks off a new era as Centraal Beheer teams up with creative agency TBWA\NEBOKO for the first time, following a remarkable 37-year run with DDB Unlimited.

The phrase Even Apeldoorn bellen directly references Centraal Beheer’s hometown of Apeldoorn, 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 years, it has become a cultural touchstone in the Netherlands, symbolising a reliable lifeline during unexpected mishaps.

For more than four decades, Even Apeldoorn bellen has been a cornerstone of Dutch advertising culture. Known for its cinematic storytelling and masterfully timed humour, the series has delivered a string of award-winning classics, including 'Rio,' 'Lion,' and 'Acupuncture.' With 'Scammers,' the campaign stays true to its comedic roots while tapping into a modern fear: digital scams while traveling.

A Cultural Icon That Still Rings True

“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.”

First Campaign With TBWA\NEBOKO

The commercial 'Scammers' follows the misadventure of a young backpacker whose brief lapse in attention triggers a classic Apeldoorn-style domino effect. Directed by Bart Timmer, who also helmed the iconic 'Acupuncture' spot, the film balances sharp timing with unexpected twists - hallmarks of the brand’s legacy.

Pieter van der Krol, brand manager at Centraal Beheer, reflected on the production, “The whole team is proud of this first outing with TBWA\NEBOKO. Bart’s comedic instinct was once again spot on. And a fun behind-the-scenes moment: during the shoot, we spontaneously recorded music with a Thai vocalist we met on location. The idea came up on a bus, and by the next day we were in the studio. That kind of spontaneous creativity really shows what this new collaboration is all about.”

Young Insight, Timeless Punchline

“Creating a new Even Apeldoorn Bellen commercial isn’t just a brief, it’s an honour,” said 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.”

The new commercial launches May 23 across Dutch television and online channels.