Title	THE BAD AD AD
Brand	IKEA SWEDEN
Product/Service	IKEA LIVINGROOM FURNITURE
Category	A01. Direction
Entrant	ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation	ÅKESTAM HOLST Stockholm, SWEDEN
Production	BACON Copenhagen, DENMARK

Name	Company	Position
Jesper Holst	Åkestam Holst NoA	Senior Creative
Mark Ardelius	Åkestam Holst NoA	Copywriter
Jerker Winther	Åkestam Holst NoA	Planner
Leila Widgren	Åkestam Holst NoA	Agency Producer
Kjell Månsson	Åkestam Holst NoA	Account Director
Martin Werner	Bacon A/S	Director
Agneta Oppenheim	Åkestam Holst NoA	Account Manager

Write a short summary of what happens in the film

A family, father, daughter, son and dog are deeply engaged in a thrilling film on TV. Sitting in their sofa, watching and eating popcorn, the film is suddenly disrupted by a commercial break. The magic is gone. The ads are pushy and annoying. The son looses interest, takes his Ipad and leaves. The daughter picks up here cellphone, "damn, what I hate commercials", The dad can only agree. "Yes, it´s just rubbish" he says and leaves the sofa. Productinfo appears by different Ikea products in the room, popcornbowl, sofa, lamp etc. The daughter also leaves. Back in the sofa is only the dog whining.

Cultural / Context information for the jury

Commercial breaks on my TV are getting more and more frustrating in Sweden and all over the world. By embracing this in an own ad, Ikea shows they understand this and places themselves on the customers side.

Tell the jury anything relevant about the direction. Do not name the director.

By creating a mirror image of peoples normal situation hanging in their sofa watching TV, this Ikea ad dramatize how bulk ads annoy people interrupting and pushing their message with no sense of understanding. That IKEA understands life as it really is with all its joys and frustrations is at the core of the concept "Where Life Happens". By connecting to the conversation about ad fatigue in an entertaining and insightful way (bordering to self-critique), IKEA wants to create an emotional bond to its customers that goes beyond what an ad campaign usually is capable of. At the same time in a understated manner reminding the viewer of nice and attractive living room furniture.