Ikea 'Everyday Heroes' by Forsman & Bodenfors

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Ikea “Everyday Heroes” by Forsman & Bodenfors.
Ikea “Everyday Heroes” by Forsman & Bodenfors.

Toilet brushes, mattresses and other furnishings unite in a TV spot and Twitter feed

Ikea has elevated humble household fixtures to the rank of heroism, thanks to a new campaign created by Swedish agency Forsman & Bodenfors.

"Everyday Heroes," directed by Academy Award-winner Joachim Back and voiced by Terence Stamp, evokes the grandeur in coat hangers, toilet brushes and other common objects.

In addition to the new TV spot, Forsman & Bodenfors has launched a Twitter account that gives voice to these unsung heroes of the home.

Campaign credits

Client: Ikea
Agency: Forsman & Bodenfors
Art director: Adam Ulvegarde
Copywriter: Joakim Labraaten
Designer: Martin Joelsson
Seniora director: Olle Victorin
Account director: Katarina Klofsten, Maria Hallenborg
Agency producer: Jens Odelbring
Digital producer: Peter Gaudiano, Jimmy Wulff
Production company: Anonymous Content
Director: Joachim Back
Executive producer: Eric Stern
Producer: Brian Quinlan
Director of photography: Jan Velicky
Editor: Jeppe Bodskov