framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

IKEA “Wonderful Life” 2016

IKEA “Wonderful Life” (2016) is an IKEA commercial directed by Gary Freedman for Mother, produced by Independent. It won 4 awards, including British Arrows 2016 Craft Gold — Costume / Wardrobe, Campaign Top 10 TV and Cinema Ads of 2016 #6 and YouTube Ads Leaderboard UK Apr 2016 #8.

This IKEA ad contrasts grand, theatrical moments with intimate, everyday family scenes, suggesting that true happiness lies in the simple, shared experiences at home.

Video: IKEA UK on YouTube

Shot by shot

  1. A man and woman in formal wear dance ballroom style on a brightly lit stage, with an audience visible in the background.© IKEA0:00
  2. A man in a tuxedo and a woman in a white dress and gloves dance closely, smiling at each other in a dimly lit room.© IKEA0:01
  3. A man in a tuxedo kisses a woman in a satin dress on the cheek, both smiling, in front of a brightly lit theater marquee at night.© IKEA0:04
  4. A man in a suit kisses a woman on the forehead as they embrace, surrounded by smiling guests at an anniversary party.© IKEA0:05
  5. A middle-aged woman with blonde hair smiles softly, looking off-camera in a warmly lit interior with bookshelves in the background.© IKEA0:10
  6. A grandmother and granddaughter sit on a couch in a cozy living room, looking at a photo album together.© IKEA0:12
  7. A close-up shot shows a woman's hand turning the pages of a photo album, revealing various family photos from different eras.© IKEA0:13
  8. IKEA “Wonderful Life”, shot 9© IKEA0:16

Stills © IKEA. Made by Mother, Independent and Gary Freedman.

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

The idea

Everyday moments are the real big things in life.

Tagline: “The wonderful everyday”

contrast of grand vs. intimatenostalgia through photosintergenerational bondingcelebration of the mundanelife's journey in snapshots

The cut

Length
20 s
Shots
9
Average shot
2.2 s

What creatives use IKEA “Wonderful Life” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of IKEA “Wonderful Life”? 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 and woman in formal wear dance ballroom style on a brightly lit stage, with an audience visible in the background.© IKEAA man in a tuxedo and a woman in a white dress and gloves dance closely, smiling at each other in a dimly lit room.© IKEAA man in a tuxedo kisses a woman in a satin dress on the cheek, both smiling, in front of a brightly lit theater marquee at night.© IKEAA man in a suit kisses a woman on the forehead as they embrace, surrounded by smiling guests at an anniversary party.© IKEA
    Frames from IKEA “Wonderful Life”

  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 “Wonderful Life” in order, with its length, framing and what happens in it.

    A man and woman in formal wear dance ballroom style on a brightly lit stage, with an audience visible in the background.© IKEAA man in a tuxedo and a woman in a white dress and gloves dance closely, smiling at each other in a dimly lit room.© IKEAA man in a tuxedo kisses a woman in a satin dress on the cheek, both smiling, in front of a brightly lit theater marquee at night.© IKEAA man in a suit kisses a woman on the forehead as they embrace, surrounded by smiling guests at an anniversary party.© IKEAA middle-aged woman with blonde hair smiles softly, looking off-camera in a warmly lit interior with bookshelves in the background.© IKEAA grandmother and granddaughter sit on a couch in a cozy living room, looking at a photo album together.© IKEA
    Length: 20 s · Shots: 9 · Average shot: 2.2 s

  3. 03Ad ideas: every spot built on a nostalgia through photos

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

    IKEA “Wonderful Life” is built on a nostalgia through photos. Search the library by idea to see every spot that uses it.

    Promart Homecenter “Fotografías”© Promart HomecenterColorado Lottery “North Carolina Education Lottery - Winning Is Just the Beginning”© Colorado LotteryWhatsApp “WHATSAPP”© WhatsAppAncestry® “Serrano Family - Story Maker”© Ancestry®
    Promart Homecenter · Colorado Lottery · WhatsApp · Ancestry®

More commercials by Gary Freedman

More from Mother

Award-winning retail commercials

Questions

Who directed the IKEA “Wonderful Life” commercial?

Gary Freedman directed it, produced by Independent, for the agency Mother.

Which agency made IKEA “Wonderful Life”?

Mother created it for IKEA (2016).

What awards did IKEA “Wonderful Life” win?

4 awards, including British Arrows 2016 Craft Gold — Costume / Wardrobe, British Arrows 2016 Craft Silver — Colourist, Campaign Top 10 TV and Cinema Ads of 2016 #6 and YouTube Ads Leaderboard UK Apr 2016 #8.

What is the tagline of IKEA “Wonderful Life”?

“The wonderful everyday”

Sources for the credits and awards

britisharrows.comweb.archive.orgweb.archive.org