Category A06. Retail
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Media Placement CARAT Stockholm, SWEDEN
Production BACON FILM Stockholm, SWEDEN
Name Company Position 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

Write a short summary of what happens in the film

In this 60 sec long ad we are in a living room, the camera locked on the sofa in the middle of the frame. In the sofa is a family watching a thrilling movie. They look straight at us, as the TV-set is the cameras POV. Suddenly the movie is interrupted by a commercial brake. The magic is gone and like so many others this family choses to leave their cosy sofa, one person at a time, to do other things. Eventually the frame is empty, with the sofa in the centre, and we hear the sound from different cliché-ads from the TV. This is when Ikea takes the opportunity to do some advertising. Various offerings appears in the frame. On the sofa, the lamp, on a popcorn bowl. The text WHERE LIFE HAPPENS and IKEA logo appears in frame. End.

Cultural/Context information for the jury

With the concept “Where Life Happens” Ikea shows that they understand how people live in the real world. The frustration people feel when their favourite TV show or a thrilling movie is interrupted by ads is something many can relate to. So the viewer understands why the family in the ad leaves, and in the next instance they are themselves exposed to Ikea presenting offers on the items shown in the empty living room. We know ads critical of ads are somewhat out of the ordinary. But it’s true to life and therefore a tempting topic for Ikea to comment on.