Ikea's latest spot in its latest "Where Life Happens" series, depicting realistic life in modern Sweden, deals with the reality of ageing in a simple, yet touching, story of an adult son visiting his mother in a retirement home.
Once again created by the team of agency Akestam Holst and director Martin Werner, the spot sees a solitary man wrapping a gift in his home in a tower block, then traveling by bus to visit his mother. There's no feelgood schmaltz here -- the weather is gray, the elderly men and women in the home look blank and depressed and the mother seems not to recognize her son at first. But there's a touching end to the story, when she opens his gift, and he puts on a record (a somewhat melancholic cover of David Bowie's "Let's Dance") and dances with his her; her face lights up. The gift he has given her is an Ikea photo frame of the two of them when younger, she in her party clothes.
Like all the spots in this series - which have included stories about divorced dads, single working moms and moody teenagers -- it's a relatable and realistic story of modern life, with a subtle product message.