IKEA recaptures the magic in holiday ad

Who: IKEA and Rethink, with production from Frank Content, post-production/VFX from Saints Editorial, and sound from Vapor-rmw.

What:Magic Man,” a new holiday-themed spot that continues the retailer’s purpose-driven “Beautiful Possibilities” brand platform and reinforces the sustainability message of the recent “Lamp 2” spot.

When & Where: It’s a holiday spot, so viewers across Canada can expect to be inundated with it for the next month or so.

How: A young boy is a budding magician, but he’s lacking one important characteristic: The ability to perform magic tricks. That all changes when his kindly grandfather steps in and creates a “magic cabinet” by repurposing a dusty old KALLAX unit tucked away in the garage. Hey presto! Our young hero is the next David Copperfield.

We Say: It’s a typically warm-hearted holiday spot. However, “Magic Man” nicely underscores IKEA’s commitment to providing a “second life” for its products.

Also of Note: The multi-generational cast is entirely Asian. That’s still something of a rarity for a mainstream commercial, yet also reflective of Canada’s changing demographics. —Chris Powell

Chris Powell