A Son Visits His Ageing Mother in This Simple, Yet Touching Ikea Spot
Latest Tale of Modern Sweden Is Set in a Retirement Home
Oct 31, 2017
Ikea's latest spot in its latest "Where Life Happens" series, depicting realistic life in modern Sweden, deals with the reality of ageing in a simple, yet touching, story of an adult son visiting his mother in a retirement home.
Once again created by the team of agency Akestam Holst and director Martin Werner, the spot sees a solitary man wrapping a gift in his home in a tower block, then traveling by bus to visit his mother. There's no feelgood schmaltz here -- the weather is gray, the elderly men and women in the home look blank and depressed and the mother seems not to recognize her son at first. But there's a touching end to the story, when she opens his gift, and he puts on a record (a somewhat melancholic cover of David Bowie's "Let's Dance") and dances with his her; her face lights up. The gift he has given her is an Ikea photo frame of the two of them when younger, she in her party clothes.