Ad of the Day – October 22 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Mother
  • Location: London
  • Client: IKEA
  • Name: “Playin’ with my friends”
  • Category: Film

Why I like it: This ad is a good example of “keep it simple and execute the hell out of it” advertising. The insight is simple, something like “IKEA enables people to get together with their loved ones”. The idea is pretty simple, something like “show kids interacting with IKEA products as they prepare a fun dinner party with real and imaginary friends.” In storyboard format, it would have been a decent-but-not-great idea. But put it in the hands of talented people and see how it springs to life! First, the music…so absolutely vital in determining energy, tone, pacing, and more…and so often left until the end of the creative process. Second, the choreography. Not the stage directions, the choreography…because this ad is not unlike an intricate dance – it looks like a single take, unless tricky editing was involved. All of it comes together with marvelous whimsy…it leaves you with a smile, and it establishes IKEA at the center of people coming together…in a way that is both interesting and engaging. Great stuff from London brightening up this rainy Shanghai Monday!

PS – Notice the opening slate: “IKEA presents…” I’m sure you read it, but did you notice it? If you’re like me, you read it, did not really notice it, but thereafter you were very much aware of IKEA product presence within the ad…which likely would never happen without the opening slate. Very clever! Good product/brand linkage is sometimes taken for granted, which is a mistake. This ad without the slate is a nice ad featuring happy children. With the slate it retains all the good parts, but it’s also a “nice IKEA ad featuring happy children”. Big difference!