Ikea Canada: leaderboard-top-1 by Rethink
- Location:
The latest holiday spot from Ikea Canada highlights reusing Ikea products and making them new again, set in the context of an uplifting family story that hints that dreams might be behind an old piece of furniture.
Like the retailer’s last brand spot, ‘Lamp 2’, this ad, ‘Magic Man’, also tells a story about prolonging the life of an Ikea product by reimagining the furniture’s purpose. In ‘Lamp 2’, a little girl sees the potential in a lamp that’s been left out for the garbage. In ‘Magic Man’, the reused product is a shelving unit, but the story is vastly different.
We see a multigenerational family gathered together to watch a young boy’s attempt at magic. As his deck of cards cascades to the floor, we realize he has not perfected his craft. That scene repeats itself several times, and the young trickster appears dejected after his failed attempts. The grandfather sees a solution, however. He goes into the garage and pulls out the shelving unit, a Kallax. He attaches a custom door, a fresh coat of paint and wheels, and voila, it becomes a magician’s cabinet. The boy, smiling, then completes his first successful trick.
Credits
Agency: Rethink
Client: IKEA
Creative Director: Aaron Starkman
Art Director: Nick Noh
Writer: Jordan Darnbrough
Strategist: Sean McDonald, Stacy Ross
Director of Broadcast: Shelby Spigelman
Production Company: Frank Content
Director: Rodrigo Garcia Saiz
Editor: Griff Henderson
Director of photography: Chris Mably
Line Producer: Danielle Kappy / John Barreiro
Post Production House: Saints Editorial
On-Line: Naveen Srivastava, The Vanity
Grading: Wade Odlum, Alter Ego
Audio Mix and Sound design: Vapor-rmw
Audio Director: Ted Rosnick
Audio Engineer: Art Mullin
Music Licensing: Heather Gardner
Music Track – Bibbidi Bobbidi Boo, Disney
Account Services:
Caleb Goodman, Managing Partner
Marie Lunny, Group Account Director
Sarah Riedlinger, Account Director
Becky Rudson, Account Manager
Client:
Lauren MacDonald, Chief Marketing Officer, IKEA
Jordan Sequeira, Brand Manager, IKEA