David Reviews

 Biting the hand that feeds us since 2002.

IKEA
"Rug"
45s
15 March 2017
Australia Furniture Retailers

Jonny & Will have good form when it comes to Ikea ads. Having helped bring Dougal Wilsonís tale of migrating t-shirts to life, the pair assume directing duties in this charming Aussie commercial.

When the alarm goes off, an especially hirsute hand reaches over. Turns out itís a sheepskin rug - or Ludde, to give its proper Ikea delineation. Soon Mr Ludde is joined by a four-legged companion (a pet Bolmen stool) as he prepares breakfast in bed for his loved one. Hope thereís no hairs in that coffeeÖ

Blinkinkís puppet masters make it oddly satisfying watching these inanimate objects get their strut on, and it's a terrific way to see the day-to-day stuff we take for granted through fresh eyes. As ever, the superstoreís eclectic selection of homeware is woven neatly into the script. Thanks to Jonny & Willís playful touch, the brandís belief that every object should breed domestic harmony comes across loud and clear.

Transport For London
"Build a Picture"

Miles said:

He's about 45 though, right?


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IKEA
"Rug"
45s
15 Mar 2017
Jonny & Will have good form when it comes to Ikea ads. Having helped bring Dougal Wilsonís tale of migrating t-shirts to life, the pair assume directing duties in this charming Aussie commercial. When the alarm goes off, an especially hirsute hand reaches over. Turns out itís a sheepskin rug - or Ludde, to give its proper Ikea delineation.

IKEA
"Win At Sleeping"
60s
11 Jan 2017
Ikea turn the struggle to get a good night's sleep into a competitive sport in this rousing ad. Featuring the vocal stylings of motivational speaker Derrick Moore, sleepers are framed as athletes gearing up for the biggest test of their careers: eight full hours. The small details are particularly satisfying here: including the 'Snoozin' Jo' boxer-style robe and night cream applied in the manner of warpaint.

IKEA
"A Good Listener"
60s
25 Nov 2016
Following their attention-grabbing portrayal of divorce, Ikea present another understated family snapshot. The retailer plays a small but vital role in ensuring this father is always there for his daughter. Once again, director Martin Werner puts story before product and the result is one of the more emotive portrayals of a wooden stool we can remember.

IKEA
"Operation Treenapping"
60s
17 Nov 2016
Three boys believe everyone and everything should be together at Christmas in this Belgian Ikea ad. Under cover of darkness, these lads put their daring plan into action: liberate the Christmas tree. A charming festive outing - though it may prompt parents to stick a bike lock on the tree.

IKEA
"My Way"
60s
21 Oct 2016
IKEA encourage us to embrace our weirdness and live how ever we like in this ad. They promise not to tell anyone about our nude dinners or kitchen dance parties... and we almost believe them. The montage is nicely put together here, clips of different lives shown affectionately and without judgement in a way that makes them feel universal.

IKEA
"Welcome Home"
60s
8 Oct 2016
IKEA tug the heartstrings with this understated, affecting ad for its lighting range. The ad opens with quiet shots of a woman heading home after work at night, walking through poorly lit streets while her son waits up and worries. A look around the room gives him an idea, and the next day he canvasses the neighbourhood and borrow lamps from as many friends and neighbours as possible to light her way home safely.

IKEA
"Every Other Week"
60s
14 Sep 2016
This commercial has been widely praised for tackling the taboo of separated families but - in DAVID's opinion - that isn't really its strength. Divorce is far too commonplace for anyone to consider it taboo and while it's always welcome to see modern situations being normalised in advertising, it's hard to believe viewers will feel it's revolutionary to see this kind of depiction in a commercial.

IKEA
"The Story of Pošng"
3 mins 12s
14 Sep 2016
This neatly told origin tale for IKEA's Pošng chair provides interesting relief for those who dismiss the furniture retailer's offerings as flatpack crap. The Swedish company has been responsible for some design classics and this is a perfect way to celebrate one of them. It manages to imply that the corridors of IKEA were a fore-runner of Silicon Valley, with designers given a free hand to come up with something good.

IKEA
"Cheese Balls"
34s
28 Jul 2016
Another handsy execution from Ikea sees this young man prepare some cheese balls with some help from an extra pair of 'arms'. The cultured score and kitchen counter choreography make for an entertaining watch, and the brand's new focus on making a song and dance out of food preparation continues to be well-served by these shorts directed by tantrum's Stephen Pipe.

IKEA
"Crispbread"
37s
28 Jul 2016
Next on the Ikea menu is crispbread hors d'oeuvres, and this two-in-one chef makes a gleeful mess of applying cheese, figs, seeds, and honey to their crunchy slices. There is method to the madness, however, and the duo's sense of fun is conveyed well as the Swedish retailer continues to instil as much spontaneity into our kitchen spaces as possible... even if the work surfaces have to bear the messy brunt.

IKEA
"The Food Picture"
90s
1 Aug 2016
You've just finished preparing a beautiful meal for your family, and everyone is sat around the table eagerly anticipating the culinary delights in front of them when someone pulls out their mobile phone and insists on photographing a plate for posterity. That's the annoying modern phenomenon at the heart of this super new film made by ACNE for IKEA.

IKEA
"Mocktail"
44s
28 Jul 2016
This is one of several amusing new pieces for IKEA which back up their proposition that we should all be having a lot more fun in the kitchen. It's a familiar comic stunt... one person stands behind another, providing their 'arms' and attempting to execute something quite tricky. In this case, the objective is to make a cocktail. As you might expect, not everything goes entirely to plan but there's a lot of laughter and the frivolity neatly serves the core proposition.

IKEA
"Cooks"
60s
6 Jul 2016
This neat Ikea number reminds us that improvisation and good company in the kitchen is the surest recipe for a good time - even if the end result has a slightly odd taste to it. Grandpa is tasked with cooking lunch for Jo, but neither party seems entirely sure how to handle the situation. When the old man makes a tentative bid for the kitchen shelves, it sparks the youngster's curiosity as well - and the two let their creativity loose on the kitchen equipment.

IKEA
"Epic Fails"
2 mins 20s
12 May 2016
Another excellent example of the clever way in which the current trend for low-fi GIFs is making its way into the mainstream. Each of these short scenarios (cobbled together for your convenience) has a classic GIF moment followed by a resolution provided by IKEA. It's a great way of showing how the Swedish retailer can help you dodge an 'epic fail'.

IKEA
"Wonderful Life"
90s
21 Apr 2016
We are all involved in our own life adventure according to this charming film for IKEA. While the young couple at the heart of this film have a pretty conventional life, in their heads they see themselves as racing drivers and champion tennis players. DAVID detects the influence of the famous sequence in the Pixar film 'Up' which made much the same point and had a similarly poignant separateness by its end.

IKEA
"Joy of Storage Bumpers"
90s
7 Jan 2016
This series of bumpers for IKEA has been very cleverly compiled using stock footage. The boffins at BlinkInk (and Colonel Blimp) have replaced objects in short sequences from the archive with household objects which are then placed perfectly in the space designed for them by IKEA.

IKEA
"Best Toy Ever"
1 min 55s
13 Dec 2015
Ikea have made a concerted effort in recent times to present themselves as the retailer who know what makes playtime special. This heart-warming Australian ad shows they've got the formula sussed... oh, and just in time for Christmas. While the retailer has enough toys to enrapture curious young minds, Ikea want to encourage fun for the whole family.

IKEA
"Taxi"
40s
3 Dec 2015
A taxi driver finds his passengers aren't exactly in a rush to get going in this nicely observed Finnish ad for Ikea. Despite his reminders, this group of friends find it impossible to leave the comforts of their current surroundings, leaving the poor driver with no choice but to get comfortable for the night. Best to take a job from those who aren't Ikea customers next time, eh?

IKEA
"Come Home To Play"
60s
5 Nov 2015
A beautifully-made ad in the style of an illustrated storybook promotes Ikea's new Lattjo range of toys, and features a CG robot being taught to fly to the distinctive Battles track 'Rolls Bayce'. It's not until the end that we realise this is a game played out in the imagination of a family at home. While the mood of this feels very different to other ads in the campaign, "the wonderful everyday" strapline maintains the synergy.

IKEA
"Get Cheras"
1 min 40s
2 Nov 2015
Few retailers are able to present their catalogue with as much creativity as Ikea does. To celebrate the Swedish store's new branch in the outskirts of Kuala Lumpur, BBH Asia Pacific and Stink (Shanghai) cast Ikea's eclectic range as the dance-crazed welcome party (with a little help from some camouflaged performers).

IKEA
"Naturists"
48s
27 Sep 2015
The concept behind IKEA France's great new campaign focuses on togetherness, and the importance of all members of a household being present when key decisions are made. Unfortunately for the young woman in this ad, her friends have chosen a holiday destination they think she'll love - but which proves to be her worst nightmare.

IKEA
"Gunther"
42s
27 Sep 2015
This campaign for IKEA France stresses the idea that togetherness is all-important. Well, at least togetherness at mealtimes. That's because a lot of a household's key decisions are made around the table - and if one of the members therein is absent, they only have themselves to blame if an issue isn't agreed to their liking.

IKEA
"Summer Camp"
40s
27 Sep 2015
While the tradition of sending children to summer camp isn't one we're culturally comfortable with in Britain, the principle behind IKEA France's terrific campaign resonates nonetheless. Apparently, 79% of major decisions are made at the meal table, so woe betide you if you're not there the day a holiday destination is chosen. Brilliantly cast, wonderfully doleful, and with an inspired music choice to underline the situation.

IKEA
"Kitchen Drummer"
30s
22 Sep 2015
Canada London's Gerson Aguerri shows an admirable understanding of rhythm in this enjoyable display of percussive cutlery for Ikea. Our bearded drummer produces an impressive beat out of bowls, bins, and saucepans as monitors in the background light up in sync with the music. Another clever execution that shows Ikea's ability to imbue everyday items with a little spark.

IKEA
"Kitchen Recipe"
60s
2 Sep 2015
There are obvious similarities between this and the Oxo commercial directed by Conkerco (and overseen by PES who originated this technique) but arguably, this is a more appropriate application of the idea. Juicy racks of cabinets, slivers of measurement, surfaces marinated in the perfect paint - it's all done with flair and charm and topped off with an appealing VO.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.