All’s well that mends well

The western world’s profligate throw-away culture has a lot to answer for… we rip through precious resources, clog our oceans and landfills with plastic waste and teach our kids to undervalue stuff – we can can always buy new stuff. 

Created by Stockholm agency King and directed by Tobias Granstorm through Bleck, this zesty spot for the Swedish retail chain has an important message about repairing rather than replacing. 

The film Things Are Meant to Be Used, sees a little girl subject her favourite toy, a raggedy purple troll, to daily onslaughts – drownings, decapitation and near destruction – during the course of heavy-handed play action. 

But every night her saintly dad – using the retailer’s newly launched handy First Repair Kit – puts the troll back together again so it’s ready each morning for more rough and tumble.