Agency makes good making-of film shock

Most ad agency making-of films are pretty painful to watch, so we’re tipping the CR hat to Mother London for its film supporting new Ikea spot Playin’ With My Friends, in which one of the cast of toys tells his story

Most ad agency making-of films are pretty painful to watch, so we’re tipping the CR hat to Mother London for its film supporting new Ikea spot Playin’ With My Friends, in which one of the cast of toys tells his story

In the ad (above) children’s toys come to life as the kids prepare for a party in their Ikea-furnished house. It’s a very sweet spot, directed by the ever-reliable Dougal Wilson. And as with other Ikea ads, there is also a ‘music video’ version – the track is a reworking of a BB King song by Welsh band Masters in France.

But what really marks it out is the ‘Making Of’ film (directed by Charlie Inman at BOSH). Instead of the usual back-slapping, ‘aren’t we amazing?’ approach of these things, the Playin’ With My Friends making-of is a pseudo-documentary following one of the cast – Darren the Bear – as he gets his chance to leave behind the drudgery of his cleaning job to appear in the ad. There are shades of Toy Story as we see the characters behind the character, but in the context of these things it’s a really refreshing, original idea.


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  • Like it

  • Adam Walker

    This is as charming as the commercial itself

  • Marvelous costumes- any idea who made the teddy bear suit & who has it now?

  • Love it.

    Is the bear Duncan Banatyne?!!

  • margaret

    pure dead brilliant man

  • Genius

  • Bear

    Bear costume currently in reception at Mother (as is robot)

  • damm you Mother.
    damm you.

  • Paul

    The ‘Making Of’ is alright, but the ad, unfortunately, is a massive step down from recent Ikea ads. Disappointing.

  • I love the fact that as great as the ad is, the other film is better…. it also creates a really interactive experience online.

  • nn walker

    Great ad – where can Teddy suit be purchased from?

  • Brilliant ad, love the bit with the robot getting the cutlery out of the draw!!!

  • Keith

    I agree with Paul and Ashley. They should have run the Making Of as the main ad. It’s warm and witty as opposed to the ad, which is simply anodyne.

  • Excellent ad! very clever.

  • asli


    Do you know where can be the robot be purchased from? Or do you know who is the producer?
    many thanks

  • Chris

    #awesome I want a bear costume!!!

  • i’d smash up Tokyo for the Godzilla costume …