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Ikea: Magic Man
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IKEA Canada has launched 'Magic Man', its 2018 holiday spot created by Rethink and directed by Frank Content's Rodrigo Garcia Saiz. Extending on the circular and sustainable themes seen in IKEA Canada's last brand spot – Lamp 2 – Magic Man tells the story of a young boy who has the ambition to be the best magician in the world, despite some flawed attempts. However, with the helping of his caring grandfather – and a bit of holiday magic – he might just get there. While Lamp 2 told a circular story about giving a product a second life, Magic Man tells a circular story about prolonging product life by re-imagining a product’s purpose and customising or personalising in a new way. In this case, a fresh coat of paint and a new custom door reinvigorated a dusty KALLAX into a brand new product, with a brand new purpose. At a time of the year when expenses are at their highest, sometimes the most meaningful gifts are homemade and from the heart.
Strategist: Sean McDonald, Stacy Ross Related |
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