Creative Spotlight: IKEA ‘Toys’

Our standout radio ad for August is “Toys” from IKEA. Created by Mother, this 30-sec spot must warmly resonate with parents everywhere, especially during the long summer holiday period, as it humorously captures an everyday parenting moment with young children.

As part of the brand’s new lower prices campaign, the ad celebrates the joy of calming your 3 year old’s tantrum by becoming the voice of their favourite soft toy, while highlighting that such toys can be found at IKEA for less.

The ad finishes with the famous tagline “The wonderful everyday” which is delivered in an unmistakeable Swedish voice, reinforcing the brand’s strong identity and ensuring it’s easily recognised.