Car rental video redefines the art of local advertising

By

Diks

The Dutch don’t do local TV commercials, as most of them are either made nationally or dubbed from countries like France (you’ll notice everybody is white, shorter and has dark hair). There’s no tacky second-hand car salesman ads, with the exception of a bed and mattress chain that went rogue a few decades back.

Dutch car rental company Diks, a generic surname like Smith in Dutch, has gone rogue too and made their own commercial. It’s a short movie full of corny Dutch puns (great for learning Dutch catch phrases), the Diks family men showing off their resemblance and the ironic use of tits & ass, which works because it’s all in English. Much like swearing in a foreign language, T&A is also more socially acceptable and funnier in English, pointing a finger at pop culture. I praise the makers’ use of ethnic minorities and the disabled in positive roles, giving it a big city feel.

You can get away with T-shirts saying ‘Chicks like Diks’, as it is the name of the company, then there’s ignoring that line drawn in the Anglo-Saxon sand and going with ‘Our chicks clean your Diks’ (a bit Dunglishy, yes), as women on heels (!) wash some cars. I can get past that because it’s click bait, or maybe even chick bait.

Love the superman, the American football team, the normal-looking girls dancing around, and the ending. I foresee a run on those blue T-shirts as well.

(Link: www.froot.nl, Image: screenshot of video)

1 Comment »

  1. Love the video. Can’t think of anything similar off the top of my head in America, although we also have the surname, spelled “Dix” or “Dicks”. We even have a sporting goods store named “Dicks”, although that’s the owner’s first name, “Richard” shortened to “Dick”.

    Comment by Bill — August 27, 2014 @ 8:48 pm

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