Has work turned you into a robot? Ikea can help

Spot by Ogilvy Dubai launches 2019 catalog across the Middle East

Published On
Aug 22, 2018

Editor's Pick

A man goes through his work day like a humanoid robot in Ikea's ad launching its 2019 catalog in the Middle East. But coming home to his Ikea-furnished apartment could make all the difference.

The spot, by Ogilvy Dubai, opens with the dead-eyed, rubbery-skinned businessman walking through his steel and glass office block on autopilot, interacting with colleagues in a stiff, dehumanized manner. Even when he drives home and goes up in the elevator to his apartment, he's still in this rigid and automated mode.

However, once he sits on the sofa and relaxes, his mask suddenly drops and his face becomes human again, as his wife and kids run over to spend time with him.

While we can't help feeling it's a somehow idealized view of coming home from the office to family life (screaming kids and a stressed-out spouse might have been a more realistic view, and what about a working mom instead?), it's nicely done, and set to an affecting music track ("I'm All at Sea," by Will Cookson.) The spot was directed by Santiago Zannou at Big Kahuna Films.


Aug 22, 2018
Brand :
Ikea UAE
Agency :
Producer :
Chady El Khal
Regional Creative Director :
Juliana Paracencio
Chief Creative Officer :
Juggi Ramakrishnan
Copywriter :
Aditya Hariharan
Art Director :
Hugo Rochette
Producer :
Aly Seifelnasr
Business Director :
Tarek Shawki
Group Account Director :
Mahmoud Hassan
Account Manager :
Ami Popat
Account Manager :
Kenneth Monis
Production Company :
Big Kahuna Films
Director :
Santiago Zannou
Producer :
Claudia Ibrahim
Director of Photography :
James Adey
Editor :
David Zavadescu
Art Director :
Charbel Naimeh
Photographer :
Joe Sassine
Wardrobe Stylist :
Angela Schnoeke-Paasch
Make Up Artist :
Merve Cangokce
Post House :
IKEA Regional Marketing Communication Manager :
Amer Yaghi
IKEA Regional General Manager Marketing, Communications & Interior Design :
Carla Klumpenaar
IKEA PR & Communication Specialist :
Binita Roy

Need a credit fix? Contact the Creativity Editors

Project Type