In the minds of some advertisers, lofty is better and overblown is the best for their high-end products. In the minds of everyday people, their commercials, usually for perfume, fashion and alcohol, are pretentious. Rethink and IKEA Canada think they’re ripe for mockery. IKEA is not the first brand (by a long shot) to do so, but Rethink’s flair for scalpel-sharp wit triumphs.

The campaign, Actually, it’s IKEA, satirises pompous high-end advertising to underline the brand’s commitment to well-designed affordable solutions for everyday home life.

Credits
Client: IKEA Canada
Marketing Manager: Jonelle Ricketts
Director of Marketing Communications: Jacqueline Wark
Project Manager: Patrick Dennis
Marketing Performance Leader: Carlo Franco
Media Managers: Vanessa Herz, Samantha Loosley & Agamemnon Spiridoulias
Director of Customer Engagement & Loyalty: De’ana Torresan
Designers: Sophie Harrison & Chynna Morrison

Creative Agency: Rethink
Chief Creative Officers: Aaron Starkman & Mike Dubrick
Group Creative Directors: Robbie Percy, Caroline Friesen, Geoff Baillie & Zachary Bautista
Creative Director: Karine Doucet
Copywriters: Rachel Taylor & Julie Day-Lebel
Art Director: Chloe Shapiro
Chief Strategy Officer: Sean Mcdonald
Strategy Director: Emma Bayfield
Group Account Director: Kiara Wilson
Account Directors: Tori Zenko & Catherine B. Mainville
Account Supervisors: Rachel Rava & Queenie See
Broadcast Producer: Nadya Macneil
Integrated Producer: Narine Artinian

Production Company: Scouts Honour
Executive Producers: Rita Popielak & Simon Dragland
Director: Mark Zibert
Director of Photography: Eric Kaskens
Line Producers: Rita Popielak & Simon Dragland
Production Designer: Jordan Worth
Stylist: Chareese McLaughlin

Post Production & VFX: The Vanity
Owner & VFX Artist: Sean Cochrane
Producer: Katie Methot

Grade: Alter Ego
Colourist: Wade Odlum
Editorial: Nimiopere
Editor: Graham Chisholm
Edit Assistant: Laura Corredor
Producers: Jenna Edwards & Hannah Stone

Music & Sound: Vapor Music
Creative Director: Ted Rosnick

Stills Production: Common Good
Photographer: Mike Kazik
Executive Producer: Julian Nieva
Studio Manager: Todd Bennett
Retouching: Kostas Loukopoulos & Todd Bennett
Artist: Todd Bennet