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Ikea “IKEA - the Blue Bag” 2018

Ikea “IKEA - the Blue Bag” (2018) is an Ikea commercial directed by Tomas Skoging & Filip Nilsson, produced by Acne. It won one award: Cannes Lions 2018 Film Bronze.

This ad showcases the versatility and ubiquity of the iconic blue IKEA bag in various everyday scenarios, highlighting its role in people's lives globally.

Video: IKEA UAE on YouTube

Shot by shot

  1. A blue IKEA bag floats above a sandy beach with ocean waves in the background.© Ikea0:12
  2. A person in dark clothing runs along a sandy beach carrying a blue bag, with another person in the distance and waves crashing on the shore under a hazy sky.© Ikea0:15
  3. A man with a beard and a woman with dark hair are in a kitchen, the man is talking to the woman who is holding a blue bag.© Ikea0:22
  4. An elderly Asian man in a light blue shirt eats a small white food item with his fingers in a dimly lit room.© Ikea0:26
  5. A man's hands are shown in a medium shot, tying a colorful rope around a blue bag in a dimly lit, industrial setting.© Ikea0:30
  6. A man with a beard drives a car, looking out the window with a slight smile, as a woman's arm is visible outside the car.© Ikea0:34
  7. An older man with short grey hair and a white shirt looks down, appearing thoughtful, in a dimly lit room with other people in the background.© Ikea0:40
  8. A father and his young son play basketball on an outdoor court at dusk, with a fence and water in the background.© Ikea0:44
  9. A man in a suit and red high heels carries a large blue bag around his waist, looking at himself in a mirror in a bright bedroom.© Ikea0:49
  10. A person walks along a snowy road next to a bus, carrying a blue bag, with mountains and a cloudy sky in the background.© Ikea0:53
  11. A man in his 50s, wearing a speedo and carrying a blue bag, walks along a sandy beach with waves in the background.© Ikea1:01
  12. A man carries a child on his shoulders, holding a basketball, walking past a fence at dusk with palm trees in the background.© Ikea1:05

Stills © Ikea. Made by Acne and Tomas Skoging & Filip Nilsson.

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

The idea

The blue IKEA bag is a symbol of everyday life and IKEA's values.

Tagline: “EVERYDAY. IT'S OUR JOB.”

everyday heroglobal montageproduct as characterslice of lifenarrative voice-overhumorous juxtaposition

The cut

Length
75 s
Shots
45
Average shot
1.7 s

What creatives use Ikea “IKEA - the Blue Bag” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ikea “IKEA - the Blue Bag”? 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 blue IKEA bag floats above a sandy beach with ocean waves in the background.© IkeaA person in dark clothing runs along a sandy beach carrying a blue bag, with another person in the distance and waves crashing on the shore under a hazy sky.© IkeaA man with a beard and a woman with dark hair are in a kitchen, the man is talking to the woman who is holding a blue bag.© IkeaAn elderly Asian man in a light blue shirt eats a small white food item with his fingers in a dimly lit room.© Ikea
    Frames from Ikea “IKEA - the Blue Bag”

  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 “IKEA - the Blue Bag” in order, with its length, framing and what happens in it.

    A blue IKEA bag floats above a sandy beach with ocean waves in the background.© IkeaA person in dark clothing runs along a sandy beach carrying a blue bag, with another person in the distance and waves crashing on the shore under a hazy sky.© IkeaA man with a beard and a woman with dark hair are in a kitchen, the man is talking to the woman who is holding a blue bag.© IkeaAn elderly Asian man in a light blue shirt eats a small white food item with his fingers in a dimly lit room.© IkeaA man's hands are shown in a medium shot, tying a colorful rope around a blue bag in a dimly lit, industrial setting.© IkeaA man with a beard drives a car, looking out the window with a slight smile, as a woman's arm is visible outside the car.© Ikea
    Length: 75 s · Shots: 45 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a everyday hero

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

    Ikea “IKEA - the Blue Bag” is built on a everyday hero. Search the library by idea to see every spot that uses it.

    Apple “Someday”© AppleAndrex “First Office Poo”© AndrexHORNBACH “1sqm”© HORNBACHCadbury “Garage”© Cadbury
    Apple · Andrex · HORNBACH · Cadbury

Award-winning retail commercials

Questions

Who directed the Ikea “IKEA - the Blue Bag” commercial?

Tomas Skoging & Filip Nilsson directed it, produced by Acne.

What awards did Ikea “IKEA - the Blue Bag” win?

1 awards, including Cannes Lions 2018 Film Bronze.

What is the tagline of Ikea “IKEA - the Blue Bag”?

“EVERYDAY. IT'S OUR JOB.”

Sources for the credits and awards

The WorkThe Work

Ikea “IKEA - the Blue Bag” (2018) Commercial by Tomas Skoging & Filip Nilsson: Credits, Awards & Stills