A Nice Move: IKEA’s Divorced Dad-Ad

Life happens and divorce is a part of it. Divorce has become a topic of interest in businesses all around the world and now, IKEA is one of them.

The ad, Every Other Week, is about a father and his son. A moody concept dominates the video that was created by Stockholm agency Åkestam Holst and directed by Martin Werner. The kid is waiting for his dad to pick him up. After the divorce, they meet every other week. He is in his room, getting ready. Dad comes and takes him into his new place. Then, the kid finds out that his dad created the exact same room for his son.

Check out the video here:

The tagline of the ad is ‘Where life happens’, to point out the sunny side of a bad situation. The agency comments;

‘Where life happens’ dramatizes various aspects of Ikea’s genuine presence in peoples’ everyday life. Through this constant interaction, Ikea continuously learns about how people live and what they need. Their lifestyle sparks the inspiration to develop products and solutions that fit with everyday life in an even better way.

Living in two homes with divorced parents is a reality for many children in Sweden. Ikea can ease this situation and perhaps also ease some bad conscience among single parents and help acknowledge the children.

The work shows respect for changing lifestyles, challenged kids and parents and companies that are sensitive to their consumers.