The ad continues a theme started earlier in the year for the Swedish chain – that of rediscovering wonder in your everyday environment.
Ikea has produced a beautiful and playful fantasy world for its latest ad campaign that sells the furniture company as the place to discover your wonderland.
The animated ad spot features a robot, a bat and a bird in a pastel-coloured world where the robot is taught to fly by his winged friends.
The dreamy sequence drifts into reality at the end, revealing that it was all a figment of the imagination of an exuberant dad and his two kids, playing in their front room.
The ad, which ends with the words "come home to play" and "the wonderful everyday", continues a theme started earlier in the year for the Swedish chain – that of rediscovering wonder in your everyday environment.
What do you think? A little bit tenuous for a furniture shop or likely to linger in your memory long after you've finished putting together your flat pack? Let us know your thoughts below ...
Creative: Mother, London