The close-up of the horse's face and the text 'Oh nee, Ozosnel!' create immediate intrigue.

The ad opens with a close-up of a horse's face, seemingly looking at papers and a photo. The scene then widens to reveal Saint Nicholas (Sinterklaas) sitting at a desk in a study, with the horse beside him. He looks at a traditional book, then picks up a smartphone. He navigates the phone, showing a product page for 'Poppenhuis' (dollhouse) and then 'Rummikub'. The ad ends with a shot of the phone displaying the Rummikub game and the Bol.com logo.