TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Gracefully
The IKEA new TV commercial was created by the advertising agency Rethink and directed by Mark Zibert. The advert features dancers Véronique Giasson and Rahmane Belkebiche choreographed by Lydia Bouchard (Artistic director, Conceptor, Choreographer and Stage Director at Cirque du Soleil).
The 60-sec film “Scrap du Soliel” has a direct reference to Cirque du Soleil and it was shot on a full kitchen and living room set and it follows the IKEA Canada environmental “One Little Thing” commercial.
The marketing message is “A kitchen should be a little less wasteful and a little more graceful. Make your kitchen more sustainable today.”
The background music is 1875 opera Carmen.
Agency: Rethink
Executive Creative Director: Aaron Starkman
Creative Director: Joel Holtby
Art Director: Dorota Pankowska
Writer: Justin Santelli
Producer: Anna Tricinci
Director of Client Services: Marie Lunny
Group Account Director: Sarah Riedlinger
Account Director: Daniel Riggi
Account Manager: Megan Christopher
Head of Strategy: Sean McDonald
Strategy Director: Shereen Ladha, Stacy Ross
French Account Director: Catherine Blouin-Mainville
French Writer: Karine Doucet
French Producer: Marie-Piere Poulin, Katia Dupuy
Chief Marketing Officer: Johanna Andren
Director of Marketing: Lena Dukic
Marketing Communications Specialist: Jordan Sequeira
Production Company: Scouts Honour
Director: Mark Zibert
Producer/EPs: Simon Dragland/Rita Popielak
Cinematographer: Christopher Mably
Choreographer: Lydia Bouchard
1st AD/Additional Camera: Eric Kaskens
Editorial Company: Saints Editorial
Editor: Ross Birchall
Assistant Editor: Paula Hicks
Executive Producers: Emily McKay/Tory Osler
Color Facility: Alter Ego
Colorist: Eric Whipp
Color Assistant: Erik Bayley
Senior Color Producer: Jane Garrah
VFX/Online House: theVanity
Lead Flame Artist: Naveen Srivastava
Flame Artists: Sean Cochrane, Kaelem Cahill, Mike Medeiros, Andrew Farlow, Noah Matikainen, Adam Silcox-Vanwyk
CG Artists: Josh Clifton, Joaquin Manay, Andrew Moore
Executive Producers: Stephanie Pennington/Bobbi Dedman
Audio House: Grayson Music Group
Music Director: Tyson Kuteyi
Composer: Georges Bizet ‘Carmen – ‘Habanera’
Composer: Jeff Milutinovic
Sound Design: Ben Swarbrick
Engineer: Brian Bernard
Producer: Nicholas Shaw
VO Record/Mix (FR): Circonflex
