IKEA: Silence the Critics by Mother

Agency: Mother
Client: IKEA
Date: Nov 2019
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In Ikea’s first-ever UK Christmas ad, a family is taunted by their bar-spitting kitsch ornaments, who encourage them to defy ‘home shame.’

Tapping into contemporary culture, the ad flies the flag for Grime music that has recently made a resurgence by entering into mainstream music for the first time. And who better to have on board than an artist that Skepta hailed as “the greatest grime MC of all time” – D Double E, who voices the gimcrack ornaments.

The campaign will launch with the film across broadcast and VOD TV, cinema and digital media. The 90”, 60” and 20” edits are fully supported with out-of-home, press, CRM and PR.

Credits

Agency: Mother

Production Company: MJZ

Director: Tom Kuntz

MJZ Producer: Emma Butterworth

MJZ Production Manager: Daniel Gay

Production Designer: Chris Oddy

Director of Photography: Chris Soos

Editing: Russell Icke at the Whitehouse

Music Supervision: Dave Bass and Arnold Hattingh at Wake the Town

Sound: 750mph

Post: Electric Theatre Collective

VFX: Electric Theatre Collective

Producer: Magda Krimitsou

Coordinator: Larisa Covaciu

Creative Director: James Sindle

2D Lead: James Belch

3D Lead: Patrick Krafft

2D Artists: Chris Fraser, Tomer Epsthein

3D Artists: Jordan Dunstall, Ryan Maddox, Mark Bailey, Remy Herisse, Edwin Leeds, Gregory Martin, Nikolai Maderthoner, Will Preston, Stefan Brown, Adrian Lan Sun Luk, Piers Limberg, Zach Pindolia, Olivia Grimmer, Romain Thirion, Richard Fry

Colourist: Luke Morrison

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