IKEA's sticky situation

Christmas is fast approaching. Christmas means presents, and presents means wrapping, which itself necessitates the painful, purgatorial search for the end [or is it the start?] of the sellotape. 

Hours... days, even... have been wasted in the forlorn hunt for the elusive piece of sticky plastic that allow us to finish the job at hand. This situation is one of three shown in this new campaign for IKEA which playfully showcases IKEA's new energy saving products by highlighting the energy draining annoyances of everyday life.

Created by  Akestam Holst NoA Stockholm and directed by Torben Kjelstrup through Immigrant Studio, the three spot campaign features sticky zips, awkward keys and the aforementioned unidentifiable tape dispenser. 

“I was instantly drawn to the idea - quite honestly because of it’s simplicity," said Kjelstrup. "I really relished the chance to just delve into the comedy of letting one minute little
annoyance play out across 30 seconds. I think the films at their core are super-relatable. Personally, that role of tape can be the bane of my existence when the holidays roll around. It’s sort of a nice throw back to advertising of yonder year - and I do think the message lands with a nice punch because we just dedicate ourselves to build up. Of course, it didn’t hurt that we’re making a campaign for something that actually sets out to do good in the world.“