Divorce can be defined many ways. It can mean drama, disruption and heartbreak. Maybe it means relief, because “it’s for the right reasons.” Above all, for many families, it’s simply reality.
That realness is what IKEA focuses on in their latest commercial, “Every Other Week.” And we dare you not to get emotional throughout.
The commercial invites us inside a situation that isn’t necessarily easy to watch. A father arrives to pick up his son, sharing a quick exchange with the mother before she calls the child downstairs. The son, after thoughtfully glancing around his totally decked-out little boy’s dream-room, grabs his things to go.
Upon arriving at what appears to be a newly-acquired apartment (note the boxes), the little boy enters his room and it’s revealed that the father has re-created his exact bedroom at the new place. Sure, it’s just furniture. But in this case, furniture represents comfort, security, home.
Although the video’s tone is somber, it’s interlaced with tiny details that tug at the heartstrings in the best way. Namely, the dad tenderly ruffling the little guy’s hair – yep, that one makes the tears well up.
This is the first ad released as part of IKEA’s “Where Life Happens” campaign, and it makes us pretty excited to see what happens next.