Member News  |  08 November 2019

New integrated campaign from IKEA aims to encourage customers to ‘Silence the Critics’ in the campaign by Mother London, with the help of post work by the team at Electric Theatre Collective.

IKEA – Silence The Critics – TV Advert 2019

Home furnishing retailer IKEA has launched its first ever Christmas campaign for the UK and Ireland, encouraging people to defy ‘home shame’ and open up their homes to guests this festive season.

The campaign kicks off with an advert featuring a couple who become racked with ‘home shame’ when they’re faced with impending guests, but then find a host of ornaments come to life, performing an original grime track, voiced by MC D Double E. The ornaments tell them to freshen up their surroundings, and deciding to take action, the couple spruce up their place with some simple IKEA solutions; ‘Silencing the Critics’ once and for all.

 “Our first IKEA Christmas advert focuses on the phenomenon of ‘home shame’ – encouraging people to overcome the negative voices in their head holding them back from opening up their homes. It was born from the common feeling, that along with the seasonal joys, a lot of us feel a looming sense of dread when it comes to hosting others, with many feeling ashamed of our homes over the Christmas period.”

“We believe that every home can and should be worthy of a get-together and that with a little imagination, some clever products and ideas, there’s no reason not to be proud to invite your nearest and dearest over.”

UK and Ireland County Marketing Manager, Sarah Green

The advert deliberately goes against the tide of over-sentimental Christmas ads, and aims to delight audiences with its humorous, irreverent take on festive hosting.

In the ad, the series of ceramic figurines, toys, and ornamental objects are brought to life on screen with the help of visual effects and post-production work by the team at Electric Theatre Collective, including: VFX Creative Director James Sindle, 2D Lead James Belch, 3D Lead Patrick Krafft and Colourist Luke Morrison.

View ad below:


Agency: Mother
Production Company: MJZ
Director: Tom Kuntz
MJZ Producer: Emma Butterworth
MJZ Production Manager: Daniel Gay
Production Designer: Chris Oddy
Editing: Russell Icke at the Whitehouse
Music Supervision: Dave Bass and Arnold Hattingh at Wake the Town
Sound: 750mph
Post: Electric Theatre Collective
VFX: Electric Theatre Collective
VFX Producer: Magda Krimitsou
VFX Coordinator: Larisa Covaciu
VFX Creative Director: James Sindle
2D Lead: James Belch
3D Lead: Patrick Krafft
2D Artists: Chris Fraser, Tomer Epsthein
3D Artists: Jordan Dunstall, Ryan Maddox, Mark Bailey, Remy Herisse, Edwin Leeds, Gregory Martin, Nikolai Maderthoner, Will Preston, Stefan Brown, Adrian Lan Sun Luk, Piers Limberg, Zach Pindolia, Olivia Grimmer, Romain Thirion, Richard Fry
Colourist: Luke Morrison

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