"Mornings"

29 June 2025

30s

The widower's story.

Another beautiful piece of craft from director Jakob Marky for IKEA in Norway tells another moving story with staggering economy. This time we are introduced to a widower who, as he gets older, sometimes forgets that his wife died years earlier and makes her a cup of tea at the same time as he makes his coffee.

As with the other ads in this campaign, this gently connects to the brand and even reminds the audience of the retailer's low pricing without disrupting the tenderness of the story.

This is advertising at its best, and a provides a pointed reminder to the foolish film jury at Cannes Lions that there are plenty of great TV spots available for the Grand Prix if they care to pay attention, and that they don't have to insult the industry by handing one of their most coveted gongs to a short film.

Norway

Furniture Retailers