From Mother’s UK shop comes a new two-minute spot for IKEA kicks off the new ‘Make Small Spaces Big’ campaign.
Featuring the vocals support of soul singer Elayna Boynton covering Aretha Franklin’s “One Room Paradise,” we’re taken inside a doll house stocked to the brim with IKEA furniture. There we meet a single mom with a creepy doll head raising her similarly creepy doll-headed son, both adept at finding solutions for making their tiny house bigger.
Now, for U.S. audiences, the doll heads are a bit off-putting and hard to get over. But, once you do, you come to realize what a rarity it is that we see single parent households depicted in advertising, especially for a global brand like IKEA. Mother does a wonderful job in not only demonstrating the products’ features, but also giving the spot some emotional weight. If it was only something other than doll heads…
Take a virtual MTV Cribs-style tour of the apartment from the spot here, and view credits after the jump.
Creative Agency: Mother
Art Director: Mother
Agency Producer: Mother
Photographer: Leandro Farina
Production Co: Riff Raff Films
Producer: Cathy Hood / Matt Fone
Editor: Joe Guest @ Final Cut
Post Production: Finish
Sound Design: Sam Ashwell @ 750mph
DoP: Ben Smithard