Short List
Category B06. Retail
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Media Placement CARAT Stockholm, SWEDEN
Production BACON FILM Stockholm, SWEDEN
Name Company Position
Magnus Jakobsson Akestam Holst NoA Executive Creative Director
Jesper Holst Akestam Holst NoA Art Director
Mark Ardelius Akestam Holst NoA Copywriter
Kjell Månsson Akestam Holst NoA Client Director
Jerker Wither Akestam Holst NoA Planner
Agneta Oppenheim Åkestam Holst Account Manager
Leila Widgren Akestam Holst NoA Producer
Mimmi Grafström Akestam Holst NoA Social Media Strategist

Write a short summary of what happens in the film

In this true view ad on Youtube we see a young couple about to make out on their living-room sofa. Immediately the girl turns to the camera and begs the viewer to push the “Skip Ad” button since the content is private. The couple tries to get in the mood but are clearly disturbed. They repeatedly turn to us, asking us to stop watching as it makes them uneasy. Offers from Ikea occasionally appears on items in the setting. A coffee table. Some glasses. A sofa. The girl decides to leave the apartment. The boy stays, falling asleep in front of the TV-set. The ad ends after 8:51 minutes. The text WHERE LIFE HAPPENS and IKEA logo appears in the beginning and end of the ad. The ad is shot in one take, with the camera fixed.

Cultural/Context information for the jury

We knew our target group for this ad (18-35 year olds) often engage themselves deeply in content on Youtube that at a first glance may seem irrelevant and strange. This behaviour is not only about an interest in odd stuff but ultimately has to do with psychology and the fear of missing out (FOMO). It was obvious that our execution should signal that “you should really see this, because your friends probably will”. We realised that the best way to make people want to watch the ad was to tell them NOT to watch because the content is so boring and private, a reversed psychology that proved to be irresistible.