Mother London: Ikea, Silence the Critics

Honourable Mentions: Advertising, Commercials

In 2019, Ikea released a Christmas ad that avoided the emotional approach many other brands take during the festive season and instead took a witty look at the state of our homes, and whether they need a refresh before family and friends visit for the holidays.

The spot, which is directed by Tom Kuntz and features a bespoke soundtrack by grime artist D Double E, shows some household objects come to life and perform a scathing diss track to the owners about the state of their place. Each one is eventually silenced by the comeback of some smart Ikea solutions that brighten up the home.

Agency: Mother London
ECDs: Ana Balarin, Hermeti Balarin
Creative Directors: Thom Whitaker, Danielle Outhwaite Noel
Creatives: Mike Kennedy, Pauline Ashford
Producer: Jenny Fan
Production Assistant: Will Carmichael
Production Director: Giedre Minniotaite
Strategists: Scarlett Spence, Imogen Carter
Account Team: Yuki Yamakado, Sophie Holt, Marina Banks
Production Company: MJZ
Director: Tom Kuntz
Editing: Whitehouse
Music Supervision: Wake the Town
Composer/Arranger: D Double E
Sound: 750mph
Post Production: Electric Theatre Collective
VFX: Electric Theatre Collective


Milton Keynes