It’s difficult to elicit excitement for the third, fourth or fifth instalment of a campaign, but Åkestam Holst and Bacon director, Martin Werner, have managed to find a Where Life Happens story that should make every parent stop, look and listen.
It’s about distracted parenting. And if you just felt a shiver of guilt, you will feel more when you watch the film. Åkestam Holst’s story is real. Werner’s directorial decisions are powerful. Ikea’s message is important. That it’s an ad for Ikea products is forgiven. By the time the hallmark Ikea price tags appear, the emotional groundwork is complete.
https://youtu.be/Tg7R0Uht1EM
“The story is inspired by real life. Just take your eyes off your screen and you’ll see it all around,” explained Rickard Beskow, copywriter at Åkestam Holst.
“Our everyday life is filled with to-dos, especially after the summer holidays,” added Maria Granath, head of external communications at IKEA Sweden.
“The TVC featuring the father and son acknowledges a situation a lot of us can relate to; being present, yet not fully there. With this story we want to inspire people to reflect.”
The film is running on TV, online and in cinema across Sweden.
This father and son story, Idol, joins an impressive collection of Where Life Happens campaigns by the foursome of Ikea, Åklestam Holst, Bacon and Martin Werner.
Åkestam Holst: Ikea’s prerolls are so long and boring you’ll probably keep watching them
You might also like
