Ikea Unveils the 'Best Toy Ever' for Christmas

Hint: You Won't Find It on Store Shelves

Published On
Dec 15, 2015

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Ikea has been making a big push around its line of toys, having teamed up with Dreamworks on a series of animated films to promote it. In this holiday ad out of Australia, however, the advertiser takes a moment to highlight the "Best Toy Ever," which, it so happens, you won't be able to find on the retailer's shelves.

Created out of Sydney's The Monkeys and directed by The Sweet Shop's Louis Sutherland, the spot cuts together cute scenes of Aussie kids at play, discussing their favorite plaything. The suspense builds as they describe it as being "invisible," "hairy," having "really wide eyes" and something that "never hurts humans." But then all becomes clear when we find out the toy gets "grumpy when he teaches my sister to drive" and says "yes" when "mommy says no."

The agency said the ad hopes to serve as a reminder of what's truly important during the holidays and even when it's not Christmastime.

"At IKEA, we believe children are the most important people in the world, and as a parent there is nothing more rewarding than spending time together having fun and learning through play," said Ikea Australia Country Marketing Manager Kristin Begntsson in a statement. "We wanted to create a film that inspires us all to make room for play every day, all year round."


Dec 15, 2015
Client :
Client :
Agency :
The Monkeys
Country Marketing Manager :
Kristin Bengtsson
External Communications and Media Manager :
Peter Moore
Marketing Campaigns Specialist :
Joanna Roberts
Executive Creative Director :
Justin Drape
Creative Director :
Paul Bruce
Senior Art Director :
Barbara Humphries
Senior Copywriter :
Tim Pashen
Planning Director :
Michael Hogg
Senior Production Manager :
Melissa Petryszyn
Head of Content Management :
Lisa Ramsey
Content Director :
Emma Ashworth
Content Manager :
Siena Shuttler
Agency :
Director :
Louis Sutherland
Producer :
Nikolas Aulich
Executive Producer :
Wilf Sweetland
Director, Photography :
Ari Wegner
2nd Unit Director, Photography :
Daniel Fldes
Post Production :
Editor :
Nathan Hickey
Music :
Grayson Gilmour
Sound Director :

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