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IKEA “The Little Robot” 2022

IKEA “The Little Robot” (2022) is an IKEA commercial directed by Ninian Doff for Mother, produced by Pulse Films. It won 2 awards, including Clio 2022 Silver — Film Craft (Sound Design) / Sound Design and British Arrows 21/22 Silver — The Sustainable Impact Award.

A lonely, rusty robot, saddened by environmental pollution, finds purpose and happiness by adopting sustainable habits with IKEA products, transforming its life and home.

Video: IKEA UK on YouTube

Shot by shot

  1. A small, rusty, yellow robot with a domed head walks on a sandy beach with warning signs and the ocean in the background.© IKEA0:00
  2. A robotic arm with a small nozzle drips a dark, viscous liquid onto a surface with similar liquid puddles, creating ripples.© IKEA0:01
  3. A close-up shot shows a clear glass tube with a spring inside, part of a robot's inner workings, with small red and green lights visible.© IKEA0:02
  4. A rusty, dome-headed robot with a blue bird perched on its shoulder stands under a bright sky, its screen face showing a sad expression.© IKEA0:03
  5. A robot's claw holds a small vial in front of its screen face, which displays a pixelated, sad expression.© IKEA0:04
  6. A small yellow robot walks along a polluted shoreline, with a large oil tanker visible in the distance on the ocean.© IKEA0:05
  7. A group of small, brown, spherical robots with large eyes are seen in a cozy, well-lit living room, with one robot in the foreground on a kitchen island.© IKEA0:09
  8. A small, rusty robot with a screen for a face, showing a happy expression, sits in a kitchen next to a bowl of food.© IKEA0:10
  9. A robot arm uses a ladle to scoop meatballs and sauce from a can into glass food containers labeled with days of the week on a wooden counter.© IKEA0:11
  10. Three small, yellow, round robots with blue accents are seen in a medium shot, looking at a larger robot in a cozy living room.© IKEA0:13
  11. A yellow robot arm tends to small plants growing in a wooden cart with green wheels, next to a white rolling shelf with more plants.© IKEA0:14
  12. A small, round, yellow robot with mechanical arms displays a green recycling symbol on its screen in a living room.© IKEA0:16

Stills © IKEA. Made by Mother, Pulse Films and Ninian Doff.

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

The idea

A robot's journey from environmental despair to sustainable joy with IKEA.

Tagline: “IKEA. The wonderful everyday.”

robot protagonistenvironmental awakeningtransformation arcproduct integration as solutionanthropomorphic charactersbefore and after contrast

The cut

Length
20 s
Shots
15
Average shot
1.3 s

What creatives use IKEA “The Little Robot” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of IKEA “The Little Robot”? 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 small, rusty, yellow robot with a domed head walks on a sandy beach with warning signs and the ocean in the background.© IKEAA robotic arm with a small nozzle drips a dark, viscous liquid onto a surface with similar liquid puddles, creating ripples.© IKEAA close-up shot shows a clear glass tube with a spring inside, part of a robot's inner workings, with small red and green lights visible.© IKEAA rusty, dome-headed robot with a blue bird perched on its shoulder stands under a bright sky, its screen face showing a sad expression.© IKEA
    Frames from IKEA “The Little Robot”

  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 Little Robot” in order, with its length, framing and what happens in it.

    A small, rusty, yellow robot with a domed head walks on a sandy beach with warning signs and the ocean in the background.© IKEAA robotic arm with a small nozzle drips a dark, viscous liquid onto a surface with similar liquid puddles, creating ripples.© IKEAA close-up shot shows a clear glass tube with a spring inside, part of a robot's inner workings, with small red and green lights visible.© IKEAA rusty, dome-headed robot with a blue bird perched on its shoulder stands under a bright sky, its screen face showing a sad expression.© IKEAA robot's claw holds a small vial in front of its screen face, which displays a pixelated, sad expression.© IKEAA small yellow robot walks along a polluted shoreline, with a large oil tanker visible in the distance on the ocean.© IKEA
    Length: 20 s · Shots: 15 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a transformation arc

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

    IKEA “The Little Robot” is built on a transformation arc. Search the library by idea to see every spot that uses it.

    Apple “Someday”© ApplePennington Biomedical “Guesser”© Pennington BiomedicalLeonard Cheshire “Journey to Independence”© Leonard CheshireBBC Children in Need “Children in Need”© BBC Children in Need
    Apple · Pennington Biomedical · Leonard Cheshire · BBC Children in Need

More commercials by Ninian Doff

More from Mother

Award-winning retail commercials

Questions

Who directed the IKEA “The Little Robot” commercial?

Ninian Doff directed it, produced by Pulse Films, for the agency Mother.

Which agency made IKEA “The Little Robot”?

Mother created it for IKEA (2022).

What awards did IKEA “The Little Robot” win?

2 awards, including Clio 2022 Silver — Film Craft (Sound Design) / Sound Design and British Arrows 21/22 Silver — The Sustainable Impact Award.

What is the tagline of IKEA “The Little Robot”?

“IKEA. The wonderful everyday.”

Sources for the credits and awards

britisharrows.comclios.com