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
