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
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.
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
In our October print issue we have a major feature on the rise of Riso printing, celebrate the art of signwriting, examine the credentials of 'Goodvertising' and look back at the birth of D&AD. Rebecca Lynch reviews the Book of Books, a survey of 500 years of book design, Jeremy Leslie explains how the daily London 2012 magazine delivered all the news and stories of the Games and Michael Evamy explores website emblemetric.com, offering "data-driven insights into logo design". In addition to the issue this month, subscribers will receive a special 36-page supplement sponsored by Tag celebrating D&AD's 50th with details of all those honoured with Lifetime Achievement awards plus pieces on this year's Black Pencil and President's Award-winners Derek Birdsall and Dan Wieden. And subscribers also receive Monograph which this month features Rian Hughes' photographs of the unique lettering and illustration styles of British fairgrounds
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
This is as charming as the commercial itself
Marvelous costumes- any idea who made the teddy bear suit & who has it now?
Is the bear Duncan Banatyne?!!
pure dead brilliant man
Bear costume currently in reception at Mother (as is robot)
damm you Mother.
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.
Great ad - where can Teddy suit be purchased from?
Brilliant ad, love the bit with the robot getting the cutlery out of the draw!!!
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.
Do you know where can be the robot be purchased from? Or do you know who is the producer?
#awesome I want a bear costume!!!
i'd smash up Tokyo for the Godzilla costume ...
|Björk's Vulnicura album artwork|
|Artist INSA makes his latest animated gif... from space|
|Vital Arts transforms Royal London Children's Hospital|
|Designing for The Grand Budapest Hotel|
|Jean Jullien: Life Drawing, an interview|