Centraal Beheer, Just Phone Us in Apeldoorn
With a legendary advertising series of superbly produced commercials, Insurance company Centraal Beheer, based in The Netherlands city of Apeldoorn, has become a phenomenon of popular culture, with their catchphrase, “Even Apeldoorn bellen” (Just Call Us), coined in 1986 by DDB Unlimited, their advertising agency of 37 years.
Advertising agency TBWA\NEBOKO, who in May 2025, was commissioned by Centraal Beheer to be their new agency of record, has kept the inspired “Even Apeldoorn bellen” slogan authored by DDB, as the insurance company’s iconic signature of advertising fame.
As Linda Codega on the ‘Shots’ website insightfully commented; “It takes guts to stick with a campaign for 40 years. Or maybe just one really good idea.”
1. Centraal Beheer, Scammers
Advertising Agency: TBWA\NEBOKO, Amsterdam, The Netherlands
Chief Creative Officer: Darre van Dijk
Creative Director: Niels De Kuiper
Chief Production Officer: Pum Buisman
Agency Producer: Robert Nan
Production Company: CZAR, Amsterdam, The Netherlands
Director of Photography: Robbie van Brussel
Production Service Company: TAPROD, Bangkok, Thailand
TBWA\NEBOKO advertising agency’s first commercial for Centraal Beheer in 2025, and the insurance company’s 63rd creative initiative, involving a film-scenario titled “Scammers”, was brought to comedic-life, by filmmaker and director Bart Timmer.
Filmed in Thailand, the entertaining commercial, focused on emphasising Centraal Beheer’s commitment to being readily accessible to customers in times of need, is described by the insurance company as being of critical relevance like never before.
“Challenges in the digital world constantly evolve, but one’s human connection remains just a phone call away. Well… assuming your phone’s actually in your pocket”.
2. Centraal Beheer, Freedom 2021
Advertising Agency: DDB Unlimited, Amsterdam, The Netherlands
Chief Creative Officer: Aad Kuijper
Production Company: Bonkers United, Amsterdam, The Netherlands.
Filmed in Spain, DDB advertising agency’s 2021, Centraal Beheer ‘Freedom’ film-scenario, was brought to cinematic life by renowned filmmaker and director Matthijs van Heijningen, with a sterling performances from his cast, for the 61st “Just Call Us” commercial, of the insurance company’s famous advertising campaign that started in 1985.
Ending with an unexpected twist, that evokes a broad smile, and perhaps some feelings of sympathy for the ex-detainee, the impressively produced ‘freedom’ story-line, plays out to a soundtrack of “Bad To The Bone”, by American musician, singer, and songwriter George Thorogood.
3. Centraal Beheer, Welcome 2015
Advertising Agency: DDB, Amsterdam, The Netherlands
Executive Creative Directors: Dylan De Backer, and Joris Kuipers,
Creative Directors: Pol Hoenderboom, and Bart Mol
Production Company: In Case of Fire, Amsterdam, The Netherlands
Director of Photography: Philip van Volsem
Directed by Dylan De Backer and Joris Kuipers in 2015, Centraal Beheer’s highly amusing parody of a Tim Cook Apple presentation, centres on the escapade of two opportunistic burglars, who find entering a state-of-the-art luxury mansion mysteriously easy, the cause of which makes for fun viewing.
4. Centraal Beheer, Birdie
Advertising Agency: DDB, Amsterdam, The Netherlands
Creative Directors: Joris Kuijpers, and Dylan De Backer
Agency Producer: Yuka Kambayashi
Production Company: Bonkers United, Amsterdam, The Netherlands.
Director of Photography: Ueli Steiger
Post Production Studios: Hectic Electric, Amsterdam, The Netherlands
Directed by filmmaker Hein Mevissen, DDB adveritsing agency’s 2012, Centraal Beheer ‘Birdie’ commercial, filmed in Miami USA, with a great cast of characters ,and a priceless lineup of classic, customised American car showpieces, makes for fun viewing with the surprise reveal of ‘Birdie’s’ identity.
5. Centraal Beheer, UFO
Advertising Agency: DDB, Amsterdam, The Netherlands
Executive Creative Director: Mungo Maclagan
Art Directors: Niels de Wit, Ruben Sonneveld, Daniel Snelders, and Robert Van der Lans
Agency Producer: Yuka Kambayashi
Production Company: Stink Films, London, UK
Superbly directed by filmmaker Les Stylewar, this impressively produced, 2008 Centraal Beheer, ‘alien invasion’ parody, with spectacular special effects, is a cinematic delight with a very funny and unexpected ending, that concludes with the commercial’s tongue-in-cheek message of ‘Just call us … or maybe not’.
6. Centraal Beheer, Acupuncture
Advertising Agency: DDB, Amsterdam, The Netherlands
Copywriters: Andre Dammers, and Dylan De Backer
Art Director: Joris Kuijpers
Production Company: CZAR, Amsterdam, The Netherlands
Director of Photography: Patrick Duroux
Service Production Company: Big Blue, Bangkok, Thailand
DDB Amsterdam advertising agency’s, 2007 New York Festivals Gold, and Cannes Lion Winner ‘Acupuncture’ commercial, brilliantly directed by filmmaker Bart Timmer, and filmed in Bangkok, Thailand, stars English actor Kevin Ashley as the needle festooned victim of an abandoned Chinese acupuncture cession and practice.
The entertaining scenario with its great characterisation and attention to detail of setting and props, is one of my favourite Centraal Beheer commercials of the long running campaign’s many superb portrayals, that I never tire of viewing.