The first trip a person makes to Ikea is often with his or her parents. Buzzman Paris brings that bittersweet visit to life in "My Son," an ad that opens on a mom strolling the store with a boy who can't be more than 10 years old.
For someone so young, the kid proves oddly precocious. He makes a beeline for a kitchen island, admiring the surface material. He lauds the practicality of slide-out drawers, and measures furniture while his mother wistfully observes.
It's pretty clear where this is going, but it's still sad to watch.