Cannes Lions
MERCURIO CINEMATOGRAFICA, Milan / IKEA / 2010
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It’s the birthday party of a lovely little girl. A man, probably an uncle, gives her a present: an old, obsolete cuckoo clock. The little girl is disappointed. Now we see a couple having dinner, he gives her a present: a desk lamp. The woman was expecting a ring, and is sorely disappointed. In the last situation we see a father accompanying his son to the garage, and we see the shape of a car hidden under a cloth. But when the father uncovers it, we discover it’s an old sofa, and the son is horribly disappointed! Now in an apartment, we see the father again, sitting on a new sofa – he gave the old sofa to his son. A super explains that the new Ikea catalogue is out and that it’s time to get rid of stuff to have more space in the house.
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