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Agency makes good making-of film shock

Advertising

Posted by Creative Review, 24 October 2012, 11:12    Permalink    Comments (17)

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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17 Comments

Like it
jitesh patel
2012-10-24 12:31:24


This is as charming as the commercial itself
Adam Walker
2012-10-24 14:16:51


Marvelous costumes- any idea who made the teddy bear suit & who has it now?
Matt Brady
2012-10-24 16:44:00


Love it.

Is the bear Duncan Banatyne?!!
Andi Rusyn
2012-10-24 17:34:39


pure dead brilliant man
margaret
2012-10-24 21:07:52


Genius
anton
2012-10-25 12:43:54


Bear costume currently in reception at Mother (as is robot)
Bear
2012-10-25 13:42:02


damm you Mother.
damm you.
badger
2012-10-25 13:58:30


The 'Making Of' is alright, but the ad, unfortunately, is a massive step down from recent Ikea ads. Disappointing.
Paul
2012-10-25 16:32:38


I love the fact that as great as the ad is, the other film is better.... it also creates a really interactive experience online.
Ashley Pollak
2012-10-25 16:33:01


Great ad - where can Teddy suit be purchased from?
nn walker
2012-10-25 21:23:06


Brilliant ad, love the bit with the robot getting the cutlery out of the draw!!!
Above Creative
2012-10-26 12:19:08


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.
Keith
2012-10-26 14:06:02


Excellent ad! very clever.
LoveDesignInspire
2012-10-27 15:13:35


Hi,

Do you know where can be the robot be purchased from? Or do you know who is the producer?
many thanks
asli
2013-12-03 12:06:08


#awesome I want a bear costume!!!
Chris
2013-12-07 10:21:54


i'd smash up Tokyo for the Godzilla costume ...
tim sinclair
2013-12-10 10:17:17


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