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.
Credits
Client 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
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
