Growing Up Is Hard To Do In IKEA Italy Ad

AUGE Milan Makes Your Heart Go Out to A Little Cutie With Dreams of Being Big.

Published On
Sep 18, 2013

Editor's Pick

Being a little kid can be frustrating- not being able to reach the highest shelves, needing help for tasks taller people can do with ease. In this IKEA Italy spot, Milan-based agency AUGE and director Erik van Wyk present a cheeky munchkin of a boy whose frustration with being small is palpable.

Eleisha Eagle's whimsical "When I Grow Up" backs our wee friend's attempts to grow -- from jumping jacks to eating his vegetables and standing amongst the plants his grandpa waters- all to no avail, it seems. Just as he grows disheartened, though, Grandpa (and IKEA) come to the rescue. Ending with the line "very little is needed to grow up together," the ad promotes the company's "Space to Life" website concept and demonstrates just that.


Sep 18, 2013
Brand :
Ikea (Italy)
Client :
Ikea (Italy)
Agency :
Executive Creative Director :
Federica Ariagno
Executive Creative Director :
Giorgio Natale
Creative Director :
William Tattoli
Art Director :
Federico Grassi
Copywriter :
Niccolo Bossi
Copywriter :
Anita Rocca
Senior Producer :
Silvia Cattaneo
Director :
Erik van Wyk
Production Company :
Mercurio Production
Executive Producer :
Luca Fanfani
Producer :
Annalisa de Maria
Music :
Eleisha Eagle
Song :
"When I grow up"

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