Mother's lighthearted campaign for the Swedish homeware brand shows that a home can feel unwelcoming until it feels like you. This heartwarming, homely spot, directed by Nick Gordon through Somesuch, highlights IKEA’s mission to help create a home that is unmistakably you.

Launching across the UK and Ireland from 3rd October, the spot features a family as they move into their new apartment, which initially rejects them; a doormat changes from saying ‘Welcome’ to ‘Who’s this?’, a painting in the hallway rolls its eyes, and a lightbulb hisses like a snake.

Despite this the family continues to unpack, placing pieces that represent themselves around the home. As the family stamps more of their personality on the space, the home’s mood changes.

What felt like a strange place begins to feel welcoming as they embellish their apartment with IKEA products. The house now feels as though it is theirs, and the well-known IKEA voiceover proclaims: ‘It won’t feel like home, ‘til it feels like you.’

(shots.net, 4th October, 2022)

Credits:

Client: IKEA Agency: Mother Production Company: Somesuch Director: Nick Gordon Executive Producer: Scott O’Donnell Producer: Maddy Perkins Production Designer: Cat Meredydd DOP: Tom Townend VFX: Black Kite Studios VFX Supervisor: Adam Crocker VFX Shoot Supervisor: Tito Fernandes VFX Artists: Andrew Bartholomew, Fin Crowther, James Bown, Ronen Tanchum, Ewan Palmer, Guillaume Weiss, George Brunt Colourist: George Kyriakou