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IKEA – Silence the Critics

Award: Yellow Pencil

Yellow Pencil / Film Advertising / TV Commercials 61-120 seconds / 2020

Award: Yellow Pencil

Yellow Pencil / Entertainment / Audio

Award: Graphite Pencil

Graphite Pencil / Animation / Character Animation

Award: Graphite Pencil

Graphite Pencil / Art Direction / Art Direction for Film Advertising

Award: Graphite Pencil

Graphite Pencil / Film Advertising / Writing for Film Advertising

Award: Graphite Pencil

Graphite Pencil / Entertainment / Writing for Entertainment

Award: Wood Pencil

Wood Pencil / Direction / Film Advertising

Award: Wood Pencil

Wood Pencil / Sound Design & Use of Music / Original Composition

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.

What did the judges have to say?

I absolutely adore this ad…This touched on so many amazing cultural insights.

Amy Snow, Creative and Co-Founder, Ogilvy Roots and WPP Roots

It’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

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