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IKEA Like a Baby

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IKEA
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Like a Baby

play

Johan Stahl

IKEA

McCann

2017

With ironic humor, Johan illustrates a day in the life of adult-like toddlers in this joy-filled, narratively clever ad for IKEA.

The overarching metaphor established is that an IKEA mattress is so comfortable that it makes us feel younger every morning. We see a couple of babies by sunrise and by sunset we see the same couple as adults. This leads to humorous images such as toddlers dressed in designer suits, applying perfume and kissing one another. Johan uses detailed lighting, familiar costume design, and a personal close up camera that creates glee for the audience at the sight of these mature toddlers.

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