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By The Drum Team | Editorial

October 19, 2012 | 2 min read

Ikea is launching a new television advert in which children see adults as giant toys.

Created by Mother and directed by Dougal Wilson, the minute-long 'Entertaining' ad shows a family gathering with a twist.

As she helps to prepare dinner, a young girl imagines the grown-ups around her as an array of strange characters including a teddy bear, robot, action figure and monkey.

The ad is intended to show how children and adults can use IKEA products together and is part of a new brand strategy being spearheaded by IKEA's UK and Ireland marketing manager, Peter Wright.

It will run for the first time during the X Factor on ITV1 on Saturday and the campaign will continue across TV, cinema and YouTube until 9 December.

The giant toy characters will also appear in press ads which focus more explicitly on IKEA's products for youngsters such as junior chairs that let kids sit at the table with grown-ups.

Mother creative Thom Whittaker said: "IKEA have a range of products that are designed to let kids and adults socialise together. So we thought that it would be cool to show how much fun a family gathering is for a kid by showing it through the eyes of a child.

"In the ad we show that hanging out with adults becomes like playing with your favourite toys."