"The Great Sock Migration"

31 October 2025

73s

Sock it and see.

Director Zach Math uses a mix of artificial intelligence (AI) and live-action footage to solve a riddle that's plagued mankind for eons: where do odd socks go? If you thought dogs or sock goblins were responsible, you’re wrong. Like swallows, gannets, and house martins, they 'migrate'—not to warmer climes, but to the village of Strumpor in Sweden.

There's more than a hint of Ikea's 'The Joy of Storage' spot from 2015, where a flock of T-shirts flew thousands of miles to nest in cupboards and drawers. The socks, as captured by Math and his AI cohorts, have no time to rest when they arrive in Strumpor… to make the brand's signature, colourful patterns, they get jiggy with each other.

Not that DAVID's into that sort of thing, of course, but the socks have a plausible, tactile quality to them. The farmer, like Andrew Mountbatten Windsor, lets the side down, however—he's no 'man' of the soil, that's for sure. Look at his face for too long and he may strangle you with those chonky AI hands.

UK

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