Ikea - "Silence The Critics" by ANDY Awards 2020
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Ikea - "Silence The Critics"
- Brand: Ikea
- Country: United Kingdom
- Advertiser: IKEA
| Title | Silence The Critics |
| Agency | Mother London |
| Campaign | Silence The Critics |
| Advertiser | IKEA |
| Brand | Ikea |
| Posted | November 2019 |
| Business Sector | Drugstores, Specialty Stores |
| Story (original language) | The campaign kicks off with an advert featuring a couple who become racked with ‘home shame’ when they’re faced with impending guests. Suddenly, a whole host of ornaments and objects come to life and taunt them about the state of their home by performing an original grime track, voiced by legendary MC D Double E. Deciding to take action, the couple spruce up their place with some simple IKEA solutions, and Silence the Critics once and for all. The advert deliberately goes against the tide of sentimental Christmas ads, and aims to delight audiences with its humorous, irreverent take on festive hosting |
| Media Type | Television |
| Length | |
| AI Description | The advert opens inside a slightly cluttered living room where a couple watches their young child play. The wife receives a text announcing guests for dinner, which induces anxiety. Suddenly, various household objects and ornaments come to life, criticizing the disarray through a lively grime track performed by UK MC D Double E. The humorous critiques are symbolized by animated objects, like a teapot and panda. The couple, feeling empowered, quickly revamps their home using practical IKEA solutions. The room transforms into a vibrant, cozy, and inviting space, ready to welcome guests. The ad closes by highlighting IKEA’s message of creating a 'wonderful everyday' with simple home improvements, contrasting against typical sentimental holiday ads with its humorous and cheeky tone. |
| Sound | 750mph |
| Post | Electric Theatre Collective |
| Special Effects / VFX | Electric Theatre Collective |
| Production Company | Morton Jankel Zander (MJZ) |
| Director | Tom Kuntz |
| Production Company Producer | Emma Butterworth |
| Production Manager | Daniel Gay |
| Production Designer | Chris Oddy |
| Director of Photography (DOP) | Chris Soos |
| Editor | Russell Icke |
| Music Supervision | Dave Bass |
| Music Supervision | Arnold Hattingh |
| Production Company Producer | Magda Krimitsou |
| Coordinator | Larisa Covaciu |
| Creative Director | James Sindle |
| 2D Lead | James Belch |
| 3D Lead | Patrick Krafft |
| 2D Artist | Chris Fraser |
| 2D Artist | Tomer Epsthein |
| 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 | |
| Colorist | Luke Morrison |
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