Isn’t it funny that we spend so much time looking forward to life’s big moments. But what about all the little moments in between? We believe that the little things are really the big things
A 73 year old company, IKEA is still famous for its one-of-its-class, ready-to-asssemble furniture. and just likes it unique business model, Ikea’s advertising campaigns are equally unique. In their latest ad ikea comes out with a conception of the belief that little things mean a lot and not just little as we see them.
The ad starts with an image of a young couple furnishing their home, in fact, the next moment we see that they are just painting the home of their first home. The scene shows that how they felt at that moment. It was special and beautiful. The ad follows the timeline of their lives through middle and old age. comparing how it feels to get the first car is just like winning a grand prix race and winning a local a badminton competition feels like winning a Wimbledon mixed doubles and doing an anniversary dance feels like a performance in theatre. They enjoy the small little things in life and for them, every moment is just like the last moment of their lives, and we discover that it was the small, everyday events that, in fact, made it wonderful.
The final scenes of the ad are heartbreaking and lovely, just like swallowing hot chocolate before it has cooled off. It takes you by surprise at first, but keeps you warm for a long time. Through beautiful story telling and keeping ikea’s centre of activity completely out of site, the advertisement manages to connect with its audience completely.
The advert was directed by Gary Freedman at Independent.
The soundtrack is ‘You and Me’ by Penny and the Quarters.