This package of three spots shows IKEA taking pride over its baby/toddler furniture being a mere “Second Best” alternative in a household–in light of the first choice which has parents bonding with their kids.
For example, the camera moves back from a beautiful empty crib to reveal in the foreground a kid fast asleep on mom. In each commercial we see youngsters using their parents as furniture–rather than the IKEA furniture itself.
The Swedish retailer gracefully takes a backseat in this “Proudly the Second Best” campaign from agencies DAVID Madrid and INGO Hamburg. Commercials were directed by Michelle Cassis via Sal Gorda Productions.
CreditsClient IKEA Agencies DAVID Madrid, INGO Hamburg Pancho Cassis, Tobias Ahrens, global chief creative officers; Saulo Rocha, chief creative officer; Tomas O’Gorman, creative director; Ricky Solano, Fernando Montero, sr. copywriters; Gonzalo Arica, Nicolas Lopez, sr. art directors. Production Sal Gorda Productions Michelle Cassis, director; Andy Pulido, photography director; Juanjo Goimez, exec producer; Noelia Lobo, producer; Rubein Subirats, head of production; Barbara Gil, Miguel Junquera, art directors; Paola Boch, stylist. Postproduction Full Fiction Color GradePunk Audio The Lobby
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More