IKEA - "IKEA Silence the Critics" by ANDY Awards 2020
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IKEA - "IKEA Silence the Critics"
- Brand: IKEA
- Country: United States
- Advertiser: IKEA
| Title | IKEA Silence the Critics |
| Agency | Whitehouse Post |
| Campaign | Silence The Critics |
| Advertiser | IKEA |
| Brand | IKEA |
| Date of First Broadcast/Publication | 2019 / 11 |
| Product | IKEA |
| Business Sector | Drugstores, Specialty Stores |
| Story | IKEA’s “Silence the critics” was “born from the common feeling, that along with the seasonal joys, a lot of us feel a looming sense of dread when it comes to hosting others with many of us feeling ashamed of our homes over the Christmas period,” says IKEA’s UK and Ireland County Marketing Manager Sarah Green. Featuring original music by legendary MC D Double E, the spot can be found on many of the “best of” holiday ads lists. The unique concept and humorous edit had people laughing and looking around their homes for objects that might taunt them. |
| Length | |
| AI Description | The ad opens with a cozy living room scene where a family is going about their daily routines. However, animated objects around the house begin to criticize the mess and outdated furnishings with humorous vocals and witty lyrics produced by MC D Double E. This transforms ordinary household items such as teapots and toys into cheeky commentators, pointing out everything wrong with the house. As the objects continue their comical critique, the family is inspired to revamp their home with stylish and modern IKEA furniture and accessories. As they transform their living space, the mood changes from reluctant home criticism to a vibrant, stylish environment, visually emphasizing the tagline "Silence the critics" with IKEA’s products as the solution. The ad concludes with the family enjoying their newly improved living room, now ready to welcome guests for the holidays. |
| AGENCY | Mother |
| EDITING | Russell Icke at the Whitehouse |
| PRODUCTION COMPANY | MJZ |
| DIRECTOR | Tom Kuntz |
| MJZ PRODUCER | Emma Butterworth |
| MJZ PRODUCTION MANAGER | Daniel Gay |
| PRODUCTION DESIGNER | Chris Oddy |
| DIRECTOR OF PHOTOGRAPHY | Chris Soos |
| MUSIC SUPERVISION | Dave Bass and Arnold Hattingh at Wake the Town |
| SOUND | 750mph |
| POST | Electric Theatre Collective |
| VFX | Electric Theatre Collective |
| PRODUCER | Magda Krimitsou |
| COORDINATOR | Larisa Covaciu |
| CREATIVE DIRECTOR | James Sindle |
| 2D LEAD | James Belch |
| 3D LEAD | Patrick Krafft |
| 2D ARTISTS | Chris Fraser, Tomer Epsthein |
| 3D ARTISTS | 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 |
| COLOURIST | Luke Morrison |
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