Ben W.C. commercial performs well among the middle-aged demographic, but fails to reach those aged 55 and older

The latest commercial from telecom provider Ben is dividing its audience. The restroom attendant with an extensive selection of toilet paper in a restroom stall achieves a ValueFlow™ score of 29 percent, well above the telecom benchmark of 15 percent. Emotional appeal is high, especially among the 35–54 age group, but younger people and those 55 and older have mixed reactions. The commercial works primarily as a brand campaign: 23 percent of respondents are considering Ben after seeing the ad. Data from the Telecompaper Consumer Panel shows that Ben has a strong presence among young adults aged 24–35, but lags slightly behind competitors in the 35–55 age group. Telecompaper and Validators analyzed the commercial among 104 respondents.

High score, but the average masks age differences

Overall, the commercial achieves a ValueFlow™ score of 29 percent. That is well above the telecom benchmark of 15 percent. However, the average tells only part of the story. The 35–54 age group, in particular, responds remarkably positively. They appreciate the humor, recognize the situation, and find the comparison between complicated choices and simple toilet paper effective. The results are different for other age groups.

People aged 18–34 and those 55 and older have mixed reactions: some find the commercial creative and funny, while others find the bathroom setting unrealistic or distasteful, or initially fail to see the connection to Ben.

The 35–54 age group responds most positively. This group is also the most likely to immediately grasp the connection to the telecom industry: they see a clear parallel between the scene depicting the overwhelming array of toilet paper options and the maze of plans, bundles, and extras that telecom providers typically offer.

That creative choice—combining an everyday situation with excessive freedom of choice—proves to be both a strength and a risk.

The graph shows that Ben scores positively throughout the entire commercial and, starting at the 10-second mark, clearly pulls ahead of both Budget Mobiel and Vodafone (Bente). The rating rises steadily and peaks around the 22-second mark, just as the man simply asks, “Do you also have regular toilet paper?” That’s exactly where the essence of the commercial comes together: the message of simplicity becomes concrete and relatable. After that, the rating remains consistently high until the end...

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