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Ikea Canada: Magic Man by Rethink

Agency: Rethink
Date: Nov 2018
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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.


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


Lauren MacDonald, Chief Marketing Officer, IKEA

Jordan Sequeira, Brand Manager, IKEA

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