📋 Tender Overview
Suddenly you have it, you become a conductor.In 1999, NS launched the campaign with the now well-known slogan.Now, 27 years later, NS is bringing the campaign back to life.Together with the same advertising agency as at the time, SteamTalmark, NS made new videos in which the well-known idea is given a contemporary interpretation.While the first campaign focused on humor and recognisability, this time the focus is on what skills you need to be a conductor.Skills that people have sometimes already developed in a completely different profession.
Campaign image from 1999
The new campaign features people who suddenly turn out to be conductors from another profession.For example, we see a former manager who, just before leaving, has to deal with a door that wont close.He remains calm, checks what is going on and consults with colleagues about the solution.Skills that were useful in his previous work also appear to be important on the train. Other videos emphasize other aspects of the profession.Because as a conductor you have to be able to improvise and switch quickly, think ahead and make decisions.At the same time, you must be hospitable and attentive, stand firm, take responsibility and be able to work well together.
More than the familiar image on the platform. With the new campaign, NS wants to show how versatile the work of a conductor is. Liesbeth Kaashoek, People and IT Director: You may already have more to become a conductor than you think. With this campaign we show what skills you sometimes already have, without ever seeing yourself as a conductor. People often dont know that the profession requires much more than standing on the platform with a whistle and checking tickets. You are there for travelers, keep an overview, work closely with thedriver and colleagues and sometimes have to make decisions under pressure. The campaign is therefore also aimed at people who now work in a completely different profession and are thinking about the next step.The message: dont just look at what you are doing now, but also at what you can do.
Watch Suddenly youve got it - Swimming Pool |NS
Watch Suddenly you have it, you become a conductor 2026 |NS
The 1999 commercial and the 2026 commercial
From 1999 to 2026 For the campaign, NS is once again working with SteamTalmark, the advertising agency that also developed the original 1999 campaign.At the time, Suddenly you have it, you become a conductor was shown on television, in the cinema, in print media and on radio.The new videos can be seen from November 2 via Facebook, Instagram, YouTube and Amazon Prime Video.In addition, they appear on the screens in the train. Onno Gout, Client Director at SteamTalmark: The fact that this advertising line is still in our collective memory after 27 years proves the power of the idea. The message from 1999 was: the profession is closer to you than you think. For 2026 we have taken that idea further: becoming a conductor may be closer than you think, but the profession also demands more of you than you think.
A slogan that stuck Even 27 years later, people still remember the slogan.NS also employs conductors who came up with the idea of applying for a job through the campaign. NS is always looking for new conductors.Those interested in the profession can discover how they can become a conductor with their own skills at werkenbijns.nl/opeenshebjehet.
