The slogan for the ad was ‘Classics never go out of style’. The pictures were taken on a beautiful spring day in Oisterwijk, a village close to our very own Moergestel. I clearly remember walking by a crowded terrace at some point, and all the patrons standing up for a standing ovation for these three gentlemen. There wasn’t even a reason for it. They weren’t lingering about, weren’t making any contact, they were merely passing by. That’s when you know you’re dealing with true living legends.

During the preparations, I drove to Raymond Ceulemans’ establishment in Lier to discuss a few details. This place, that of course boasted a lot of billiard tables, was called ‘mister 100’ after the 100+ victories Mr. Ceulemans celebrated in his long career. I was warmly greeted by the 35-time billiards world champion and was not allowed to leave before trying the shrimp croquettes. Proudly, he explained how these were ‘the best shrimp croquettes in all of Flanders’. As I tried them, he was glowingly watching me: “And? And? And? Do you like them?”. This campaign and cooperation is 20 years old by now, but without a doubt has been one of the most special ones.”