IKEA ‘Don't have a nightmare this Christmas'
Mark Elwood, founding partner and creative director, 101 London
I chose this ad because…
November’s winner is a pastiche of a 1960s horror-movie trailer. A fairly well-worn trope, but this spot has been executed with the right level of craft. That is what helped it stand apart from the rest of the potential winners. There’s good attention to detail: the casting of voice, the music, the sound design and punchiness of the script. The idea itself is a simple one: it’s a potential nightmare running out of the everyday stuff we need at Christmas.
All of which will have helped this spot cut through among the sea of festive “jingles” invading the airwaves in the run-up to Christmas.
Creatives Liv Adda, Bryn Walters
Creative directors Matt Leach, Jess Oudôt
Producer Mary Paterson
Recording studio 750mph
Engineers Ben Gulvin, Mark Hellaby
Voices Jon Glover, Rickard Wolff