Ad of the Day: Ikea boy shows soul by paying troll furniture toll
In a John Lewis-esque approach, Ikea Canada’s latest campaign sees a child show empathy for a despondent monster with some acts of kindness.
Ikea is known for its great advertising and this moody spot – ’The Troll’ from Rethink – adds to the brand’s mythos with an emotional tale of a boy growing to care for a monster that once frightened him.
Meet the troll, sheltering under an ancient bridge as the fairytale portents. It’s not a comfy home, devoid of Ikea’s aesthetic touches, but it turns out our young boy is quite the project manager, sprinkling some interior design magic on the space.
Any brand telling good stories and encouraging compassion for the ’other’ in such a cinematic manner will stick with us.
The campaign was filmed in Slovenia, at a real bridge, with additional shots captured in the studio. And the troll was brought to life through a combination of CGI and puppetry from Martin Pec. It will run in Australia and Canada.