A Robot Learns to Fly in Ikea's Fantasy-Filled Adventure

Ad by Mother London Stresses the Importance of Inter-Generational Play

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With shades of "The Wizard of Oz," this Ikea spot from the U.K. is set in a colorful fantasy land where a bat, an eagle and a robot are strolling along a path. The robot can't join in with his friends and fly, but the bat and eagle give him some lessons and soon all three are taking flight. At the end we are transported to a family lounge where two children dressed as a bat and an eagle are playing with their father, who is eagerly joining in wearing a robot costume.

Peter Wright, Ikea U.K. and Ireland marketing manager, said in a statement that the brand wanted to "inspire people in the importance of making play part of their everyday lives at home." He added: "Research has shown that play is vital for children's development, but it's also been shown to be beneficial for adults, helping relieve stress and develop creative problem solving skills."

The ad, running until Jan.1, was directed by Daren Rabinovitch of Encyclopedia Pictura and created by Mother London.

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Nov 06, 2015
Mother London
Ikea UK
Production Company:
Strange Beast
Production Company:
Ghost Robot
Daren Rabinovitch
Post Production Company:
VFX Producer:
Jakub Chilczuk
VFX Lead, 3D/Motion Design:
Tom Robinson
VFX Lead, 3D/Motion Design:
Steven Ross
VFX Lead, 2D:
Rod Norman
Richard Fearon
Sound Studio:
Editing Company:
The Whitehouse
'Rolls Bayce (Hudson Mohawke Remix)' by Battles
David Konopka
Ian Williamson
John Stanier
Hudson Mohawke
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