Forsman & Bodenfors Salutes ‘Everyday Heroes’ for IKEA

By Erik Oster 

Forsman & Bodenfors launched a new anthem ad for IKEA celebrating “Everyday Heroes” around the house like clothes hangers and toilet brushes.

“Here’s to them, the everyday heroes we all take for granted,” begins the voiceover as a clothes hanger swivels. As the music crescendos, the voiceover gets louder, saluting the “Fearless soldiers who serve in the trenches for the greater good,” before concluding, “This is for them, those who constitute the true definition of an everyday hero.”

It’s an unusual approach, but Forsman & Bodenfors handle it pretty aptly, cheekily celebrating the kind of IKEA items that don’t usually get the limelight. The over-the-top voiceover is delivered with an air of self-awareness that lets you know that, surface appearances to the contrary, Forsman & Bodenfors and IKEA don’t actually take the idea too seriously. The video ends by directing viewers to a Twitter account created for the campaign, which gives voice to the “everyday heroes” of the ad.


Client: IKEA Global Communications
Agency: Forsman & Bodenfors
Title: Everyday Heroes
Media: Online
Published: March 9, 2015
Art Director: Adam Ulvegärde
Copywriter: Joakim Labraaten
Designer: Martin Joelsson
Senior Account Director: Olle Victorin
Account Director: Katarina Klofsten, Maria Hallenborg
Agency Producer: Jens Odelbring
Digital Producer: Peter Gaudiano, Jimmy Wulff
Production Company: Anonymous Content
Director: Joachim Back
Executive producer: Eric Stern
Producer: Brian Quinlan
Director of Photography: Jan Velicky
Editor: Jeppe Bodskov