You Might Hate -- Then Fall in Love -- With the Precocious Boy in This Ikea Ad

French Spot Is All About How Parents Perceive Their Kids

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Editor's Pick

Most of the way through this spot from Ikea in France, you'll be amazed by the precociousness of a little boy whose mom is taking him along to help choose a new kitchen in the store.

As he inspects sizes, comments that one kitchen is "practical" and flirts with the shop assistant, his mom seems to be looking on with a mixture of pride and bewilderment. You might find it cute, or slightly annoying, and it gets more and more bizarre -- he's putting credit card details, and packing up the van -- but all is revealed at the end of the spot. Keep watching for the denouement-- which, if you're a parent, might make you well up just a tiny bit.

The ad is by Buzzman, and was directed by Didier Barcelo at Henry. It's airing on French TV and online.

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Sep 26, 2016
Buzzman Paris
President and Creative Director:
Georges Mohammed-Chérif
Vice President:
Thomas Granger
Associate Director:
Julien Levilain
Artistic Director:
Philippe Boucheron
Patrice Lucet
Account Manager:
Liliane Richard
Account Manager:
Émilie Pellicer
Head of TV Production:
Vanessa Barbel
Strategic Planner:
Clément Scherrer
TV Production:
Katya Violi
Production Company:
Didier Barcelo
Sound Production Company:
PR / Comm. Executive:
Amélie Juillet
PR / Comm. Supervisor:
Clara Bascoul-Gauthier
Country Marketing Manager:
Stépanie Jourdan
External Communications Manager:
Carole Feleppa
In-House Design:
Karin Aubertin
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