Ad of the Day: Ikea Turns Your House into a Magical Playland in Gorgeous Storybook Spot

Fun with furniture

Is your home an Ikea-furnished wonderland?

A new ad from the retailer and agency Mother London features a rich imaginary world, full of islands in the sky, where a bat and a bird help a robot learn to fly.

It's a delightful little story, gorgeously produced, in a style evoking illustrations from children's books. At first blush, it might seem a bit divorced from the brand, but the tagline "Come home to play" puts a clear point on the message: Ikea's products will make your home a fun, relaxing place where your mind can run free.

In the end, the camera's perspective tunnels through a purple cloud and switches to live action, making clear the whole trip was a dad play-acting with his two young children. The approach comes across as a slightly more abstract version of Ikea and Mother's "Playing With My Friends" ad from 2012.

The work was designed to promote the marketer's "Lattjo" line, which includes toys, like jumping sacks and play tunnels.

Though it could also be a pretty good ad for psilocybin. 


Client: Ikea

Agency: Mother, London

VFX Company: MPC

VFX Producer: Jakub Chilczuk

3D/Motion Design: Tom Robinson, Steven Ross

2D: Rod Norman

Colorist: Richard Fearon

Sound studio: 750mph

Editing: The Whitehouse

Editor: James Norris

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.
Publish date: November 10, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT