Buff bears lift TV creativity award for IKEA

Home as haven, home as your castle...we’ve seen it portrayed in so many ways in ads over the years. But never with buff teddy bears acting as huge protectors.

The left-field idea from Mother London came to life in its “Every home should be a haven” ad for IKEA - and has now been voted by creative peers in the Thinkbox Academy as the best TV ad to debut in September/October. The commercial beat four others to claim the Thinkboxes Award for TV creativity, run in partnership with Campaign.

TV really played its pivotal part in achieving this, the Mother team believes. “TV is where IKEA set out its strong point of view on everyday life at home and the importance it plays in everyday life.  It’s where we inspire people to think differently about the home, not just for different’s sake, but because of the big emotional benefits it can bring to their lives. It’s also an opportunity to really revel in the wonder and magic that endears people to the brand.” All of which hangs neatly on the Swedish retailer’s “The wonderful everyday” tagline.

IKEA 'Every home should be a haven'

  • Agency: Mother 
  • Creative team: Mother London 
  • Client: Kemi Anthony 
  • Production company: Prettybird 
  • Director: Tom Noakes

Bisto 'Sticking Together'

  • Agency: McCann London 
  • Creative team: Ray Shaughnessy, Dan Norris, William Cottam, James Crosby 
  • Client: Savan Sabharwal 
  • Production company: The Sweet Shop Films 
  • Director: Nicolas Jack Davies

CoppaFeel! 'Know Yourself'

  • Agency: Fold7 
  • Creative team: Kiran Strickland, Jo Taylor, Jon Burley 
  • Client: Sinéad Molloy 
  • Production company: Prettybird  
  • Director: Jess Kohl

Dunelm 'Dun Your Way'

  • Agency: Creature 
  • Creative team: Ben Middleton, Stu Outhwaite-Noel, John Osbourne, Megan Egan 
  • Client: Jemma Williams 
  • Production company: Tantrum 
  • Director: Stephen Pipe

Ladbrokes 'Balloon'

  • Agency: Neverland 
  • Creative team: Noel Hamilton, Lloyd Daniel 
  • Client: Chloe Shrubb 
  • Production company: Rogue 
  • Director: Sam Brown  
You might also like

Breaking ads

We update this gallery weekly with a collection of the latest and best ads breaking on TV.


The best ads from the Super Bowl 2022

The biggest moment in the annual global sports calendar, our gallery showcases the best TV ad creativity from the big day.


Great TV creative from around the world in 2021

The best in TV advertising creative from around the world according to Thinkbox's Associate members.