IKEA – Silence the Critics
IKEA entered the Christmas ad arena with a wonderfully ridiculous take on the state of our homes over the holidays. The film shows a crew of everyday household objects come to life to perform a scathing diss track about a place that clearly isn't ready for festivities - before each one is silenced by the ultimate comeback: some smart IKEA solutions. The track was made by legendary Grime emcee, D Double E.
- Film AdvertisingTV Commercials 61-120 seconds
- EntertainmentAudio
- Film AdvertisingWriting for Film Advertising
- EntertainmentWriting for Entertainment
- Art DirectionArt Direction for Film Advertising
- AnimationCharacter Animation
- Sound Design & Use of MusicOriginal Composition
- DirectionFilm Advertising
Country
- United Kingdom
Client
- IKEA
- Kemi Anthony
Production Company
- MJZ London
Executive Creative Director
- Ana Balarin
- Hermeti Balarin
Creative Agency
- Mother London
Editing
- Whitehouse
Music Supervision
- Wake The Town
Sound Design
- 750mph
Post Production
- Electric Theatre Collective
Visual Effects
- Electric Theatre Collective
Creative Director
- Thom Whitaker
- Danielle Outhwaite-Noel
Creative
- Mike Kennedy
- Pauline Ashford
Producer
- Jenny Fan
Production Director
- Giedre Miniotaite
Production Assistant
- Will Carmichael
Business Lead
- Marina Banks
- Yuki Yamakado
Account Director
- Sophie Holt
Strategy Director
- Scarlett Spence
Strategist
- Imogen Carter
Director
- Tom Kuntz
Music Supervisor
- Arnold Hattingh
- David Bass
Advertising Agency
- Mother London
IKEA entered the Christmas ad arena with a wonderfully ridiculous take on the state of our homes over the holidays. The film shows a crew of everyday household objects come to life to perform a scathing diss track about a place that clearly isn't ready for festivities - before each one is silenced by the ultimate comeback: some smart IKEA solutions. The track was made by legendary Grime emcee, D Double E.
Comment from D&AD Community
I absolutely adore this ad…This touched on so many amazing cultural insights.
— Amy Snow, Creative and Co-Founder, Ogilvy Roots and WPP RootsIt’s a lighthearted twist on a diss track. Also, CG can be really unfunny, I almost always will try to go practical over CG in any case that I’m trying to be funny, but it’s really well done here.
— Nathaniel Lawlor, Copywriter,Work that should be celebrated is work that feels new, that breaks the mould and ignites conversation. This is exactly what Ikea's Silence the Critics does. Subverting the tired ‘pull at the heartstring’ formula usually rolled out for holiday season advertising, Silence the Critics instead uses grime music to create their own diss track targeting the house in the ad. The result is a clever, catchy, conversation-starting piece of work that lived far beyond its original purpose and instead turned into a cultural moment.
— Holly Fraser, Director of Content / Editor-In-Chief, WePresent
