IKEA’s Father-and-Son Story Will Make You Want to Put Down Your Phone

Through the concept ‘Where life happens’, IKEA campaigns attempt to dramatise little slices of life. In the home furnishings brand’s latest TVC we encounter a dad spending time with his son, but with his phone as a constant companion, getting in the way. When he notices, he finally decides to put down his device and spend some one-to-one time with his son.

“Our everyday life is filled with to-dos, especially after the summer holidays,” says Maria Granath, responsible for external communication at IKEA Sweden. “The TVC featuring the father and son acknowledges a situation a lot of us can relate to; being present, yet not fully there. With this story we want to inspire people to reflect.”

“The story is inspired by real life. Just take your eyes off your screen and you’ll see it all around,” says Rickard Beskow, Copywriter at advertising agency Åkestam Holst.

The film will air on TV, online and in SF movie theatres across Sweden, and is directed by Martin Werner at Bacon just like previous productions.