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Most commercials sink away quickly into the depths of our minds. But there are some ad campaigns that millions of Dutchmen can still remember; they’ve actually become part of our cultural heritage. How do catchy slogans like that come into existence? Jaap Toorenaar – advertising man, author of bestsellers & inventor of successful slogans – interviewed the people behind the milk campaign, the Rolo elephant and the Albert Heijn supermarket manager. In his book ‘Hoe verzinnen ze het’ (How Do They Come up with It?), they elaborate candidly about their puzzling & brooding, about what led them astray & what ultimately brought them to their memorable slogans. The book & the presentation are amust read for anyone who’s into successful communication – basically for anyone who’s watched their fair share of Dutch TV.