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.”