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    The Best Work You May Never See: Director Martin Werner, Åkestam Holst Believe For IKEA

    By SHOOTUpdated:No Comments2718 Views

    Most dreams start at home. And no matter if you want to be a drummer, a top chef, or get the children’s room ready for a family expansion, IKEA has both some helpful products and words of encouragement for you.

    In this spot, set to a cover of the Monkees classic “I’m a Believer,” we see everyday examples of creativity and persistence, and that the process can be just as important as the goal.

    The film is directed by Martin Werner, produced by Bacon, and made with Åkestam Holst. It is airing in Sweden, Denmark, Norway, Finland, and Portugal. (Werner is repped in the U.S. market by RESET Content.)

     

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    Credits

    Client IKEA Agency Åkestam Holst, Stockholm Leila Widgren, producer; Eva Wallmark, Jesper Holst, art directors; Mark Ardelius, Rickard Beskow, copywriters. Production Company Bacon Martin Werner, director; Mette Jermiin, Samuel Cantor, exec producers; Axel Herrlin, producer; Tobias Reiner, 1st AD; Alina Gron, production manager; Juel Akervold, production coordinator; Louise McLaughlin, DP; Johan Broome, production designer; Rebecca Cohen, wardrobe. Casting Valin Casting. Postproduction Simon Ponten, editor; Max Stromberg, colorist. Online Gangsters Jonas Jaderholm, online. Sound Design Magnus Anderson-Lagerqvist, sound designer. Music Music Super Circus Markus Bergkvist, music supervisor.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:Akestam HolstBaconMartin Werner



    TDA Boulder, Director Michael Downing Tackle Banking Clichés In “No Nonsense” Campaign For First Interstate

    Thursday, August 27, 2026

    Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.

    The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.

    Michael Downing directed via The Sweetshop x Chirp Films.

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