First ad of the year for you to coat off/love!
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https://www.youtube.com/watch?v=DassdizThkk
I think it’s been beautifully, wonderfully shot (by Dougal Wilson).
I don’t quite get the metaphor, though.
Are birds messy things that need to be tidied up? Do they get in the way of stuff? Are T-shirts like birds in any possible way?
‘A home for all the things you love. That’s the joy of storage.’
So are the birds like homeless birds? They weren’t happy being all over the world, but now they’ve found their way home? Is that what happens to birds when they fly south for the winter or whatever is being portrayed in this ad?
Maybe you love birds like you love T-shirts…?
No, hang on, that doesn’t make sense…
Ummmmm…
No idea.
Could someone please enlighten me?
I think it’s that some coats are filled with goose down, which is obviously from birds, and you’d wear a coat where it’s cold, which it is where the t-shirts start their journey in this commercial, so it makes sense to use coats, but then, you see, what they’ve done is they’ve just swapped coats for t-shirts (they’re both kinds of clothes) to make it work, because you wouldn’t ever have flying coats, because coats can’t fly.
I already know what the next big Ikea ad will be: something falling/flying and crash landing on some Ikea furniture.
The t-shirts are outside, vulnerable to weather, ferries, small children and errant dogs… until you store them in your Ikea wardrobe. Maybe.
Dunno really.
It’s pretty though.
Dave Trott would deride it as a “nice bit of film with a product stuck on the end” I expect.
He’s right.
But increasingly, that’s the kind of scripts which clients seem to be buying from agencies. It isn’t doing A&EDDB any harm.
So I’m conflicted. But I’d be happy for it to be on my reel.
seen this.
brilliant stuff.
T-shirts go away (migrate) over winter. And they return in the summer.
In the mean-time they need to be stored somewhere.
That’s what I got out of it anyway.
Think it’s about the summer clothes migrating from storage to your cupboard again.
Hibernation might have been a better metaphor.
Just a guess?
I liked it.
I immediately got the bird/t-shirt thing. The idea that they’re kind of homeless in the sense that they can pretty much be OK anywhere (on the sea, in a field, folded in a drawer, left on the back of a chair) but that they and we would be much happier if they had a PLACE. Then we’d know where to find them when we wanted them and not get annoyed when they’re hanging around getting in our way.
I think this is the way joe public will read it and while it may not stand up to further scrutiny, it doesn’t need to. The next advert will come on or someone will need to go out of the room to fart or something.
Is it because it is a bit like this https://www.youtube.com/watch?v=-lZUTMS8uLA
Clothes migrate… around a room?
Cool.
So none of you has a clue either.
Your clothes are returning to their natural home – the whatever the product is called.
wait.
so you guys dont wear tshirts in the winter?
not even under your jumper?
am i doing it wrong?
I think Ryan is closest, but where were they before you got the wardrobe (their natural home)?
Are Ikea suggesting that people just chuck T-shirts all over the place then suddenly realise it might be a good idea to buy a cupboard?
And why is it just T-shirts?
I’ve always liked that idea.
http://vimeo.com/26418188
At least the lottery one makes sense.
It’s one of those ‘we get it already’ ads, Where they show you a thing and then the same thing and then the same thing a bit differently and then the same thing again and then a bit differently and you’re like, ‘Is this EVER GOING TO END?’
Yes, I’d stick it on my reel.
Forgive me.
But are you lot fucking thick?
Perhaps Ben, you have been doing too much TM. Searching for some deep meaning linking everything you witness to some higher fucking purpose.
As I see it, the t-shirts are homeless and need a home. They find it in some cheap soulless Swedish storage.
Fucking kindergarten stuff.
The rhetorical device they seem to be using here is hyperbole Ben. Rather than “metaphor”.
The mundane situation is clothes you own not having a place to be put, being given a place to be put.
Now I’m going to take a stab in the dark as to why those ‘hip’ Mother creatives haven’t just shown some smug ad cunt taking his shitty t-shirts out of a shitty cardboard box and shoving them in some cheap soulless IKEA tat.
My stab in the dark, if you couldn’t guess, is THAT WOULD BE SOUL-SAPPINGLY BORING.
Instead they seem to have taken this “journey” from no place to go, to a place to go and used the rhetorical device of hyperbole (not “metaphor” Ben) to make a NOT SOUL-SAPPINGLY BORING journey.
It’s a journey. Like those bricks go on. Or those terrifying speech marks go on.
Are bricks like birds? Are speech marks like birds? No. Birds are like birds.
What the fuck has a fucker on a surfboard got to do with an Irish stout? Is waiting for a wave then hugging a load of blokes in your speedos like drinking a pint of it? Does surfing make your shit black? No.
(The above ad, to avoid any confusion Ben, would probably be an allegory, not a “metaphor” – well technically it’s an extended metaphor).
Furthermore, I’m not entirely sure complimenting Dougal Wilson whilst slamming the ad quite makes sense. Surely, the Director is also responsible for telling a comprehensible narrative, easily understood by all you slow lot?
If you were complimenting the DOP or post-house I’d get it.
But what you’ve essentially done Ben is taken down the storyteller’s trousers, kissed one arse, then slapped his other one red-raw.
Yours,
The Miserable Scot Who Would Very Much Like To Have Made This IKEA Ad In Order To Get A Pay-Rise
Hey MS,
Glad you got all that out of it.
Hopefully the fact that you’re at comment number 17 has helped you to realise that what you think the ad is about is not necessarily clear to everyone, and that might then extend to members of the actual, y’know, public.
And is it hyperbole? That’s just exaggeration, and if you exaggerated the not-being-at-homeness of a T-shirt, would that make them birds? I could see that sending them further from home would be hyperbole, and that does indeed happen here, but then they become birds, and that ain’t hyperbole.
And besides all that: ‘T-shirts need a home, so buy a wardrobe?’ What’s next? Brush your teeth with a toothbrush? Sleep in a bed?
Surfing is connected to Irish stout because they both involve waiting for something good to happen. Great idea. T-shirts are connected to birds because they both… um… like to come home? Need to come home? Need somewhere to live? Not so great.
As far as complimenting Dougal goes, I think there are plenty of nonsensical ads that directors make the best of. Ads can still be enjoyable without having a clear logical narrative. The touches and moments and sheer craft of this are excellent. The underlying idea? Well, all I can say is it didn’t make sense to me (and at least several other people).
Can organize chaos?
No! … Can find a home for anything!
Shit a brick. This ad is really similar (too similar) to the Lottery one.
I wonder if MS voted yes or no?
And despite (because?) of all that, the account’s up for review.
“Procurement” named as the guilty party.
Just goes to show.
Nothing’s safe.