Back in September, Ikea Sweden started running a series of ads that take a look at real-life, imperfect Swedish families, kicking off with a spot featuring a little boy whose divorced father recreates his bedroom in his new apartment.
Agency Akestam Holst and director Martin Werner have now teamed up once again for another film, this time featuring a father and daughter. The girl is clearly going through some kind of teenage angst, and shouts at her father to go away every time he tries to talk to her. His answer is sit outside her room for hours, each time she comes home from school, waiting patiently for her to talk. When eventually she does, he's there -- sitting on an Ikea stool.
Once again the spot portrays the home, as furnished by Ikea, as "where life happens," emphasizing how its products are inspired by everyday life.
Interestingly, this more "realistic" approach to family life is a trend we're seeing more and more of in European work. It's reflected this week in a Danish ad for Interflora, also directed by Werner, about a little girl missing her preschool teddy at Christmas, and in the Christmas spot from Germany's Edeka, which featured parents too busy to spend time with their kids at Christmas.