Just What Are the Kids Up to in Ikea's Belgian Christmas Spot?

Mischief Is a Metaphor for Family Time Together

Published On
Nov 16, 2016

Editor's Pick

In Ikea's Christmas spot from Belgium, a gang of mischievous young boys are up to something -- but what exactly are they doing as they sneak into one of their houses at night and take down the Christmas tree?

The ad, by DDB Brussels, is the first holiday spot by Ikea Belgium and (although parents might be hoping their own kids don't get any ideas from it) its message is the the one thing that really matters during the holiday season is being together with the people you love.

Miguel Aguza, head of communications, Ikea Belgium, said in a statement: "More than anything, the holiday season is about coming together and celebrating each other. Some people buy expensive gifts, others choose to simply cook a nice dinner, and put a candle on the table. To us, it doesn't matter how you celebrate Christmas, we just want you to realise that the essence of Christmas is being together. And although the role of the brand might seem small in this story, it isn't in real life."

The spot was directed by Bruce St Clair, and produced by Caviar, with a special soundtrack was composed by Peter Baert, head of sound studio Raygun.


Nov 16, 2016
Agency :
Brand :
Ikea (Belgium)
Client :
Ikea (Belgium)
Contact :
Miguel Aguza
Contact :
Peter Jongert
Creative Director :
Peter Ampe
Creative Director :
Odin Saill
Strategy :
Dominique Poncin
Account Team :
Francis Lippens
Account Team :
Annalies Nyns
Account Team :
Maria-Laura Laubenthal
PR :
Kenn Van Lijsebeth
TV Producer :
Brigitte Verduyckt
Production Company :
Director :
Bruce St. Clair
Executive Producer :
Ilse Joye
Producer :
Thomas Hoffman
Music :
Creative :
Jonas Caluwé
Creative :
Ralf De Houwer

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