Ikea's latest U.K. commercial chronicles the life of a couple growing older together, through seemingly amazing moments in their marriage.
The spot, directed by Glue Society's Gary Freedman for Mother London, sees the couple's life together recreated from their early 20s to middle age, through changing times and fashions. They seem to be an incredible, talented couple; they're trendy young artists who build a log cabin together, triumph at a tennis tournament, celebrate her competing in a Grand Prix and waltz on a Broadway stage. Or do they?
These scenes are accompanied by alternative scenes of what (we might start to suspect) really happened; the woman learning to drive a car, the two of them winning a family badminton match, building a bookshelf together, dancing at an anniversary party.
The spot ends with the wife sitting with her grandaughter, showing her a photo album containing the "ordinary" scenes, while she looks wistfully at her husband's empty chair. The film culminates poignantly with a voiceover: "Enjoy the little things in life. Maybe, they are really the big things".
It's a newly emotive approach for Ikea's advertising through Mother, which has previously included quirky, spectacular effects-driven spots such as The Joy of Storage and Beds. Yet it still retains elements of the magical (watch closely and you'll see some unique touches such as elephants roaming the countryside in the background while they're building the log cabin.)
Laurent Tiersen, Ikea's UK and Ireland Marketing Manager, said in a statement: "The 'Wonderful Life' is a new emotional direction for Ikea. In this film we want to bring to life the sentiment of the 'Wonderful Everyday' through the eyes of someone who has lived a long and fulfilling life made up of small personal moments that add wonder to our everyday lives at home. This really is a celebration of how the little things are the big things. We firmly believe that this is one of the most inspirational and affecting ad campaigns we have launched to date."