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.