How Mother London combined flat pack furniture and grime in the perfect Xmas ad

Hermeti Balarin, the agency's executive creative director tells us about the joys of working with ambitious and adventurous clients, and the rewarding results you can get in turn.

16 January 2020


Representing Mother London at December’s Nicer Tuesdays was Hermeti Balarin, the independent company’s executive creative director. He began by explaining, “we try to go to work every day and behave in a way, and make work that would make our mothers' proud.”

The focus of Hermeti’s talk, on this occasion, was the one project which certainly will have made their mothers' proud, despite probably confusing them a fair bit: the agency’s recent work with Ikea. The flat pack furniture giant's first-ever UK Christmas ad, the short is the result of a long-standing relationship between Mother London and its client at Ikea, someone Hermeti describes as a “very creative being” and also a “massive grime fan”. The result is a Christmas ad unlike any other: it sees the objects of one family’s home taunting them about their disregard for the state of the place, all communicated through a distrack by no other than D Double E.

Here, Hermeti gives us a glimpse behind the scenes of the making of this unique advert, as well as outlining the amazing reaction from music and flat pack furniture fans alike.

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