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Ikea “Cooking Is Caring” 2016

Ikea “Cooking Is Caring” (2016) is an Ikea commercial directed by Katia Lewkowicz for Buzzman. It won 2 awards, including Epica 2016 Gold Homes, Furnishings & Appliances and Eurobest 2016 Bronze Film A06: Retail, e-Commerce, Restaurants & Fast Food Chains.

A father and son bond over cooking, as the father tries to impress his son with homemade meals instead of instant macaroni.

Video: BuzzmanTV on YouTube

Shot by shot

  1. A man with a beard and a boy with curly hair are walking and talking on a city street, with the man playfully interacting with the boy.© Ikea0:00
  2. A father and son play-fight and laugh together in a cozy living room, sharing a moment of joy and connection.© Ikea0:04
  3. A middle-aged man with a beard, wearing a brown hoodie, looks over his shoulder and talks in a kitchen.© Ikea0:07
  4. A man in a brown hoodie and grey t-shirt stands in a modern kitchen, looking at a child whose back is to the camera.© Ikea0:11
  5. A young boy with dark hair and a striped shirt sits on a couch, looking off-camera with a thoughtful expression in a cozy living room.© Ikea0:15
  6. A person's hands open a kitchen drawer filled with utensils and spices, then close it, in a bright kitchen.© Ikea0:17
  7. A person's hands are seen chopping chives on a wooden cutting board in a kitchen.© Ikea0:19
  8. A person's arm sprinkles green herbs into a frying pan full of cooked shrimp on a black induction stovetop in a kitchen.© Ikea0:20
  9. A young boy with brown hair in a striped shirt eats from a bowl with a fork, while a bearded man in a tan hoodie watches him, in a kitchen.© Ikea0:23
  10. A woman with dark hair in a dark blue shirt looks to the right with a concerned expression in a modern kitchen.© Ikea0:28
  11. A woman and a child are cooking together in a bright, modern kitchen, with the text "Cooking is caring" overlaid.© Ikea0:34
  12. A person's hand slides sliced yellow squash from a wooden cutting board into a segmented pot on a stovetop, with the text "Cooking is caring." overlaid.© Ikea0:35

Stills © Ikea. Made by Buzzman and Katia Lewkowicz.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Cooking is a way to show love and care for your family.

Tagline: “Cooking is caring.”

father-son bondingcooking as an act of loveeveryday family lifesurprise revealfood as a central theme

The cut

Length
40 s
Shots
27
Average shot
1.5 s

What creatives use Ikea “Cooking Is Caring” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ikea “Cooking Is Caring”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man with a beard and a boy with curly hair are walking and talking on a city street, with the man playfully interacting with the boy.© IkeaA father and son play-fight and laugh together in a cozy living room, sharing a moment of joy and connection.© IkeaA middle-aged man with a beard, wearing a brown hoodie, looks over his shoulder and talks in a kitchen.© IkeaA man in a brown hoodie and grey t-shirt stands in a modern kitchen, looking at a child whose back is to the camera.© Ikea
    Frames from Ikea “Cooking Is Caring”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Ikea “Cooking Is Caring” in order, with its length, framing and what happens in it.

    A man with a beard and a boy with curly hair are walking and talking on a city street, with the man playfully interacting with the boy.© IkeaA father and son play-fight and laugh together in a cozy living room, sharing a moment of joy and connection.© IkeaA middle-aged man with a beard, wearing a brown hoodie, looks over his shoulder and talks in a kitchen.© IkeaA man in a brown hoodie and grey t-shirt stands in a modern kitchen, looking at a child whose back is to the camera.© IkeaA young boy with dark hair and a striped shirt sits on a couch, looking off-camera with a thoughtful expression in a cozy living room.© IkeaA person's hands open a kitchen drawer filled with utensils and spices, then close it, in a bright kitchen.© Ikea
    Length: 40 s · Shots: 27 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a father-son bonding

    Before you present an idea, you need to know who has done it, and how.

    Ikea “Cooking Is Caring” is built on a father-son bonding. Search the library by idea to see every spot that uses it.

    Cartier “Shape Your Time”© CartierKohls “Holiday Magic”© KohlsConsejo Publicitario Argentino “Las 1000 Millas de Luca”© Consejo Publicitario ArgentinoMcDonald's Arch Deluxe “Arch Deluxe Launch”© McDonald's Arch Deluxe
    Cartier · Kohls · Consejo Publicitario Argentino · McDonald's Arch Deluxe

More commercials by Katia Lewkowicz

  • Intermarché "C’est Magnifique" (2019) commercial still© IntermarchéIntermarché “C’est Magnifique” 2019Dir. Katia Lewkowicz · Romance FilmsEurobest Silver 2019
  • Licra "Fraternité" (2024) commercial still© LicraLicra “Fraternité” 2024Dir. Katia Lewkowicz · MarcelEurobest Bronze 2024
  • Volkswagen "Notary" (2015) commercial still© VolkswagenVolkswagen “Notary” 2015Dir. Katia Lewkowicz · DDBEpica Bronze 2015
  • Lesieur "Puget - Puget" (2026) commercial still© LesieurLesieur “Puget - Puget” 2026Dir. Katia Lewkowicz · Romance Films
  • Superprof "Des professeurs pour toute la vie" (2026) commercial still© SuperprofSuperprof “Des professeurs pour toute la vie” 2026Dir. Katia Lewkowicz

More from Buzzman

Award-winning home commercials

Questions

Who directed the Ikea “Cooking Is Caring” commercial?

Katia Lewkowicz directed it, for the agency Buzzman.

Which agency made Ikea “Cooking Is Caring”?

Buzzman created it for Ikea (2016).

What awards did Ikea “Cooking Is Caring” win?

2 awards, including Epica 2016 Gold Homes, Furnishings & Appliances and Eurobest 2016 Bronze Film A06: Retail, e-Commerce, Restaurants & Fast Food Chains.

What is the tagline of Ikea “Cooking Is Caring”?

“Cooking is caring.”

Sources for the credits and awards

winners.epica-awards.comThe Work