A little boy helps a grumpy troll feel at home in this sweet Ikea ad

Spot from Rethink channeling the Billy Goats Gruff is running in Canada and Australia

Published On
Jan 10, 2023

Editor's Pick

A cozy home can influence your happiness—even if you’re a total troll who lives under a bridge.

That’s the message of a sweet new ad from Ikea that features a little boy and a large, hairy troll who turns out to be not so scary after all. The enormous creature (who reminds us of a cross between The Gruffalo and Moz the Monster from the John Lewis ad a few years ago) works as a toll booth collector and lives under a bridge, in a take on the old fable of the Billy Goats Gruff.

However, when a young boy takes an interest in the troll and offers an Ikea lamp to brighten up his living space, things begin to change. Together, they transform the space into a bright and cozy home, and once the troll is happy, the long-tormented villagers above lift the barrier and are finally free to cross the bridge above in peace.

The spot, which is running in Canada and Australia, is designed to underline the relationship between our homes and our wellbeing. “We know through our annual ’Life at Home’ research that there’s a direct relationship between how our homes feel and how we feel,” said Johanna Andren, head of marketing at Ikea Canada, in a statement.

It was created by Rethink, and directed by Nick Ball, while the troll was created by Czech puppet maker Martin Pec and brought to life using both animatronic and post elements.  In addition to the film, the campaign also includes OOH, in-store and social and digital elements.

“We wanted to use the character of the troll to show the ways that our homes reflect our energy, and in turn perpetuate how we feel. With our busy lives, I think a lot of people can relate to getting home at the end of the day and feeling a bit troll-like,” said Robbie Percy, partner and creative director at Rethink. “But when you come home to a place that feels right, you notice the difference. It helps you feel a lot better, too.” 

“Nick is such a talented world-builder,” added Percy. “From the toll booth to the design of the troll to creating his little home under the bridge, every detail was crafted and considered to create a stunning world and story that was both believable and beautiful.”




Jan 10, 2023
Client :
Ikea (Canada)
Client :
Agency :
Global Chief Creative Officer :
Aaron Starkman
Chief Creative Officer :
Mike Dubrick
Creative Director :
Caroline Friesen
Creative Director :
Robbie Percy
Copywriter :
Robbie Percy
Art Director :
Caroline Friesen
Chief Strategy Officer :
Sean McDonald
Strategy Director :
Jay Fleming
Group Account Director :
Kiara Wilson
Account Director :
Megan Christopher
Account Supervisor :
Erica Francis
Director of Broadcast Production :
Shelby Spigelman
Director of Broadcast Production :
Nadya MacNeil
Senior Producer :
Andrew Schulze
Senior Producer :
Chantel Brinkman
Senior Integrated Producer :
Jessica Luong
Senior Integrated Producer :
Terri Winter
Production House :
Production House :
Division Films
Director :
Nick Ball
Producer :
Harland Weiss
Producer :
Max Brook
Director of Photography :
Daniel Voldheim
Production Designer :
Marco Puig
Interior Design :
Donna Irvine
Post Production House :
Editor :
Graham Chisholm
Executive Producer :
Julie Axell
VFX house :
House of Parliament
VFX Producer :
Lexi Stearn
VFX Producer :
Emma Hertz
VFX Supervisor :
Peter Smith
Colorist :
Alex Bickel
Executive Producer :
Claudia Guevara
Audio House :
Vapor Music
Music Director :
Ted Rosnick
Audio Producer :
Kat Stewart
Photography Production Company :
Photographer :
Ernest Winczyk
Executive Producer :
Krzysztof Wiecek
Studio :
Justin Chan
Studio :
Stephanie Sherwood
Studio :
Brad Kumar
Troll Builder :
Martin Pec
Troll Design :
Aaron McBride
Integrated Production Consultant :
William Cranor
Head of Marketing :
Johanna Andren
Director of Brand Marketing :
Claudia Mayne
Cluster Marketing Communications Leader :
Jacqueline Wark
Marketing Communications Specialist :
Nadia Kassam
Interior Design Leader :
Lindsay Marsh
Integrated Media Leader :
Marissa Fischer
Public Relations Leader :
Lisa Huie
Associate Creative Director :
Karine Doucet
Freelance Broadcast Producer :
Annick D’Auteuil
Account Director :
Catherine Blouin-Mainville
Account Manager :
Gabrielle Bergeron
Public Relations Leader :
Meredith Montgomery
Editorial Lead :
Lianne George
Media :
Vice President :
Karen Hrstic
Account Director :
Tracey Cronin
Media Supervisor :
Christine Ma
Digital Manager :
Kevin Martins
Senior Digital Planner :
Sherlaine Verdes

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