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