IKEA: Every Other Week

In a refreshing departure from adland’s usual depiction of traditional, and sometimes irksomely happy families, this new film from Stockholm agency Åkestam Holst is a touching treatment of the seldom represented reality of a ‘two-centre’ family.

Directed by Martin Werner at Bacon, it subtly depicts the first of a young boy’s fortnightly stays at his father’s new flat. Reluctant to leave his IKEA-kitted bedroom at his main home with Mum, he's apprehensive on his journey there and anxiously clutches his collection of favourite pens. But, his worried little face soon breaks into a heart-melting smile when he arrives at Dad’s to find his bedroom has been near-enough replicated – complete with the ‘Jules’ junior desk that has the special place where he likes to put his pens.

Ending with the tagline ‘where life happens’, the ad represents the brand’s new campaign to convey its understanding of its consumers' real lives.