Forsman’s ‘Everyday Heroes’ for IKEA don’t measure up

Well here’s a surprise: a rare bummer from wizard Swedish agency Forsman & Bodenfors.

It’s for IKEA, lauding its ‘Everyday Heroes,’ the mundane products that it sells by the zillion.

But it just doesn’t do it, does it? Even a voiceover by Terence Stamp doesn’t work. In fact it makes it even gloomier.

Agencies should be banned from mock or ironic ‘hero’ worship. It almost never works.

This will raise a wry smile at Mother in the UK.

MAA creative scale: 3


  1. 1 to 10 Vladimir. F&B also has the best score so far this year – 8.5 for Volvo.

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