IKEA: The Idol

A young boy's drawings reveal an uncomfortable truth about our modern-day addiction to mobile phones in IKEA's latest spot.

Created by Stockholm shop Åkestam Holst and directed by Martin Werner through Bacon Copenhagen, the ad tells the story of a father who struggles to spend quality time with his son thanks to the constant demands of work. It's only when he takes a good look at the pictures his boy has been drawing - which all depict him with a phone glued to his ear like a strange, additional appendage - that he realises the true extent of the problem, and learns to switch off.