Ad of the Day: Ikea

McCann imagines a world without textiles in a teaser for the forthcoming catalog

Maybe it took the right kind of client to get the juices flowing from the younger creative ranks at McCann in New York, whose output has been conspicuously low profile after Swedish stars Linus Karlsson and Andreas Dahlqvist took over the Manhattan agency. (More recently, the two were moved into global roles.)

"A World Without Textiles" is a two-minute online teaser for McCann's revamp of Ikea's catalog, which is expected to go public in the U.S. in coming weeks. The Swedish retailer's theme this year is textiles, and this whimsical film is more characteristic of Karlsson's quirky past work. Imagining a world without fabrics, the cute, eye-catching imagery shows a day in the life with easy chairs constructed from cacti, rugs made of sand, and cozy pillows replaced by tree stumps. Under Dad's cardboard-box suit—popular with the neighborhood dogs—he wears aluminum foil underwear and is glad to have the family's pet bunny nearby when it's time to dry off after a shower. The film's soundtrack, Maplewood's rendition of Bread's "Everything I Own," completes the narrative.


Client: Ikea

Spot: "A World Without Textiles"

Agency: McCann, New York

Chairman: Linus Karlsson

Vice Chairman: Andreas Dahlqvist

Associate Creative Directors: Koen Malfait, Zack McDonald

Junior Art Directors: Sheila Johansson, Zorica Radovic

Chief Production Officer: Brian DiLorenzo

Producers: Luca Mazzarini, Minnie Tran

Music Producer: Michael Ladman

Executive Project Leader: Rich Whalen

Project Leader: Isabelle Brummer Lewenhaupt

Executive Producers: Jamie Miller, Claude Letessier

Producer: Pat Harris

Production Company: Paranoid US

Director: Olivier Babinet

DP: Yves Cape

Production Designer: Robert Dabrowski

Costume Designer: Fred Cambier

Editorial: Final Cut

Editor: Arianna Tomasettig

Colorist: Pearly Leung

Mixer: Marc Healey

Producer: Olivia Chiu

Music: Maplewood, "Everything I Own"

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