You Might Hate -- Then Fall in Love -- With the Precocious Boy in This Ikea Ad

French Spot Is All About How Parents Perceive Their Kids

Published On
Sep 26, 2016

Editor's Pick

Most of the way through this spot from Ikea in France, you'll be amazed by the precociousness of a little boy whose mom is taking him along to help choose a new kitchen in the store.

As he inspects sizes, comments that one kitchen is "practical" and flirts with the shop assistant, his mom seems to be looking on with a mixture of pride and bewilderment. You might find it cute, or slightly annoying, and it gets more and more bizarre -- he's putting credit card details, and packing up the van -- but all is revealed at the end of the spot. Keep watching for the denouement-- which, if you're a parent, might make you well up just a tiny bit.

The ad is by Buzzman, and was directed by Didier Barcelo at Henry. It's airing on French TV and online.


Sep 26, 2016
President and Creative Director:
Georges Mohammed-Chrif
Vice President:
Thomas Granger
Associate Director:
Julien Levilain
Artistic Director:
Philippe Boucheron
Patrice Lucet
Account Manager:
Liliane Richard
Account Manager:
Émilie Pellicer
Head of TV:
Vanessa Barbel
Strategic Planner:
Clément Scherrer
TV Production:
Katya Violi
Didier Barcelo
Sound Production Company:
Production Company:
PR/Comm. Executive:
Amlie Juillet
PR/Comm. Supervisor:
Clara Bascoul-Gauthier
Country Marketing Manager:
Stépanie Jourdan
External Communications Manager:
Carole Feleppa
In-House Design:
Karin Aubertin

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