Ikea continues its "Where Life Happens" campaign, which aims to potray the reality of modern-day family life in Sweden, with a new spot focusing on adoption.
The ad, the third in the series directed by Martin Werner at Bacon for agency Akestam Holst, shows an adoptive mother traveling to Vietnam clutching a soft toy from Ikea. When she finally meets her new son, they look through a photo album showing him his new home and apartment.
Afterwards, they return to Sweden and he explores his room, kitted out with items including an Ikea wall lamp and toy storage test. It's a fairly straightforward story, but delicately told, and the result is very touching (even despite the fact that Ikea prices and product names start popping up during one of the spot's more emotional moments).
The ad starts running this week in Sweden, in cinemas, on TV and online. Previous spots in the campaign, also directed by Werner, have potrayed divorced parents and angry teen daughters.