Dutch supermarket blesses world with 90 seconds of sweet humanity

Screenshot: J. Walter Thompson Amsterdam
Hot LinksHot LinksWe spend way too much time on the internet

This is a television spot from Dutch supermarket chain PLUS. Yes, a supermarket commercial. But this is nice. You could spend 90 seconds scrolling for the latest outrage on Twitter, or you can watch this nice video instead. We suggest the latter. It may make you feel slightly better about humanity.

Marketing Communication News sets up the backstory for us: We meet a Syrian boy from a refugee family named Ismail. He meets a classmate named Lucas, who shows him the wonders of Dutch cooking: pickled herrings, and a cheese and ham sandwich (minus the ham).

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We won’t waste more of your time. Watch it. It’s nice.

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About the author

Kevin Pang

Kevin Pang was the founder and editor-in-chief of The Takeout, and director of the documentary For Grace on Netflix.