Thinkboxes September/October 2012 Winner: IKEA’s 'Playin’ with my friends' by Mother

Furniture retailer IKEA wanted to demonstrate its understanding of the challenges people face every day in their homes, and its ability to provide practical solutions and inspiration.

Its ‘Playin’ with my friends’ 30- and 60-second spots explore the idea that adults and children behave better when they sit around a table together, rather than separately.

The ad, featuring music by the band Masters in France, unfolds from the perspective of a young girl, and shows IKEA products that allow children to cook, dine and interact with adults.

Peter Wright, Marketing Manager, UK and Ireland, IKEA, says the ad has generated a lot of positive feedback from customers. ‘The campaign is designed to start from the customer’s point of view, talking about activities in the home,’ he explains.

Russ Lidstone, chief executive of Havas Worldwide London and a Thinkbox Academy member, says the ad is an outstanding piece of work. ‘Brand and product are brought to life beautifully in a compelling way that gets better with repeated viewing,’ he says 

Peter Wright

In this ad, we wanted to talk about entertaining, that children (and adults) behave better when seated together, and that IKEA has many solutions to help make this possible. Seeing this from the child’s viewpoint adds a little twinkle in the eye.

Peter Wright Marketing Manager, IKEA UK and Ireland

Client IKEA; Ad agency Mother; Creative team Mother; Production Blink; Director Dougal Wilson

Other ads on the podium

St John Ambulance: Helpless (2nd)

  • Creative agency BBH London
  • Creative team Dan Morris, Charlene Chandrasekaran, Matt Doman, Ian Heartfield
  • Client Scott Jacobson
  • Production company Blink
  • Director Benito Montorio

Cravendale: Catnapped (3rd)

  • Creative agency Wieden & Kennedy
  • Creative team Hollie Walker, Freddie Powell
  • Client Sam Dolan
  • Production company Partizan
  • Director Traktor

Also shortlisted

Baileys: Pour Spectacular

  • Creative agency BBH London;
  • Creative team Kat Bojcuk, Steve Sorec, Rosie Arnold;
  • Client Garbhan O’Bric;
  • Production company Riff Raff Films;
  • Director Megaforce

TalkTalk: Model Britain

  • Creative agency CHI & Partners
  • Creative team Monty Verdi, Micky Tudor
  • Client Zoe Vafadari
  • Production company Rattling Sticks
  • Director Danny Kleinman

A view from a Thinkbox Academy member on this month’s picks


The one that most stood out for me is Ikea. It is one of my favourite brands and I absolutely love this new ad. I was mesmerised by this work. The music is beautiful, the “one shot” technique is seamless and so perfect, the tone is bang on, it’s bright, optimistic, cheerful and inspiring.

Dave Buonaguidi Chief Creative Officer, Karmarama

Click here to see who won the previous award

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