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Ikea “The Idol” 2018

Ikea “The Idol” (2018) is an Ikea commercial directed by Martin Werner for Åkestam Holst NoA (Stockholm), produced by Bacon (Copenhagen). It won one award: Epica 2018 Bronze Homes, Furnishings & Appliances.

A father, constantly busy with work, realizes his son's drawings are a plea for his attention, leading him to prioritize family time.

Video: Bacon on Vimeo

Shot by shot

  1. A child's hand in a grey sleeve draws a red circle on white paper with a red pencil, in a close-up shot.© Ikea0:00
  2. A young boy sits on a rug, drawing on paper with colored pencils, with a watercolor set nearby.© Ikea0:00
  3. A young boy with light brown hair, wearing a grey sweatshirt, looks up and to the right in a dimly lit room.© Ikea0:02
  4. A young boy in a grey shirt and blue pants runs down a wooden staircase in a brightly lit home, looking excited.© Ikea0:05
  5. A young boy sits in a chair, looking at the silhouette of a person hanging laundry on a clothesline in a sunny backyard.© Ikea0:09
  6. A man and a boy walk through a forest with fishing gear, the man talking on a phone, under a cloudy sky.© Ikea0:13
  7. A man with a beard and white shirt stands at a desk, looking out a window at dusk in a bedroom.© Ikea0:22
  8. A man with a beard talks on the phone, looking concerned, in a dimly lit room at night.© Ikea0:28
  9. A man with a beard and a plaid shirt talks on a phone in a dimly lit child's bedroom, looking around with a concerned expression.© Ikea0:31
  10. A child's drawing of a person in a yellow shirt and blue pants fishing, with another fishing rod and fish next to them, on a plain background.© Ikea0:34
  11. A bearded man with a worried expression looks directly at the camera in a medium closeup shot.© Ikea0:36
  12. A man with a beard and a checkered shirt looks up with a hopeful expression, asking to join someone in a dimly lit interior.© Ikea0:45

Stills © Ikea. Made by Åkestam Holst NoA (Stockholm), Bacon (Copenhagen) and Martin Werner.

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

The idea

Son's drawings reveal father's absence, prompting him to reconnect through shared activities.

Tagline: “WHERE LIFE HAPPENS”

child's perspectivebusy parentart as communicationrealization momentparental guiltquality time

The cut

Length
60 s
Shots
41
Average shot
1.5 s

What creatives use Ikea “The Idol” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ikea “The Idol”? 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 child's hand in a grey sleeve draws a red circle on white paper with a red pencil, in a close-up shot.© IkeaA young boy sits on a rug, drawing on paper with colored pencils, with a watercolor set nearby.© IkeaA young boy with light brown hair, wearing a grey sweatshirt, looks up and to the right in a dimly lit room.© IkeaA young boy in a grey shirt and blue pants runs down a wooden staircase in a brightly lit home, looking excited.© Ikea
    Frames from Ikea “The Idol”

  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 “The Idol” in order, with its length, framing and what happens in it.

    A child's hand in a grey sleeve draws a red circle on white paper with a red pencil, in a close-up shot.© IkeaA young boy sits on a rug, drawing on paper with colored pencils, with a watercolor set nearby.© IkeaA young boy with light brown hair, wearing a grey sweatshirt, looks up and to the right in a dimly lit room.© IkeaA young boy in a grey shirt and blue pants runs down a wooden staircase in a brightly lit home, looking excited.© IkeaA young boy sits in a chair, looking at the silhouette of a person hanging laundry on a clothesline in a sunny backyard.© IkeaA man and a boy walk through a forest with fishing gear, the man talking on a phone, under a cloudy sky.© Ikea
    Length: 60 s · Shots: 41 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a child's perspective

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

    Ikea “The Idol” is built on a child's perspective. Search the library by idea to see every spot that uses it.

    WWF “Up in Smoke”© WWFWhisper “Keep Girls in School”© WhisperChildline “It Follows Me Around”© ChildlineEmbassy Suites Hotels “Austin”© Embassy Suites Hotels
    WWF · Whisper · Childline · Embassy Suites Hotels

More commercials by Martin Werner

Award-winning home commercials

Questions

Who directed the Ikea “The Idol” commercial?

Martin Werner directed it, produced by Bacon (Copenhagen), for the agency Åkestam Holst NoA (Stockholm).

Which agency made Ikea “The Idol”?

Åkestam Holst NoA (Stockholm) created it for Ikea (2018).

What awards did Ikea “The Idol” win?

1 awards, including Epica 2018 Bronze Homes, Furnishings & Appliances.

What is the tagline of Ikea “The Idol”?

“WHERE LIFE HAPPENS”

Sources for the credits and awards

winners.epica-awards.com