Guy Shelmerdine directed this spot titled “Half-Ass” for RONA, a chain of Canadian hardware, home improvement and renovation stores, Featuring Shelmerdine’s signature blend of humor and top-drawer execution, the modern home-renovation fable uses a seamless blend of practical and visual effects to bring to life the title character–literally, half a jackass who learns that long-lasting home renovation work demands the high quality tools and skill that can be found at home retailer RONA. Our half-ass protagonist endures the jeers of various contractors and construction workers before finding an understanding welcome at RONA where humor turns to heart to ultimately remind us that there’s always a way to get things done right.
The commercial was produced by Soft Citizen, Toronto, in tandem with production house SMUGGLER. Masters FX was home to puppet design with Parliament serving as VFX studio.
Credits
Client RONA Agency Courage, Toronto Joel Holtby, Dhaval Bhatt, founders and chief creative officers; Nike Sahni, president and partner; Tom Kenny, chief strategy officer and partner; Jason Soy, Zuheir Kotob, associate creative directors; Clair Galea, executive producer; Sarah Moen, sr. producer. Production Company SMUGGLER x Soft Citizen Guy Shelmerdine, director; Patrick Milling-Smith, Brian Carmody, founding partners (SMUGGLER); Andrew Colon, chief operating officer (SMUGGLER); Sue Yeon Ahn, managing director (SMUGGLER); Eva Preger, exec producer, managing director (Soft Citizen, Canada); Link York, exec producer (Soft Citizen); Rob Burns, exec producer, head of production (Soft Citizen); Vanessa Lenarduzzi, line producer; Sean Milliken, casting, Annie Marcoux, production manager; Kendall Jade, production coordinator; Rachel Lee, wardrobe; Shannon Reynolds, makeup. Puppet Designers Masters FX. Editorial Outsider Chris Murphy, editor; Transfer Royal Muster Lasse Selvil, colorist. VFX & Online House Parliament. Music Vapor Music.
Staying true to its mission of “Creating a Better Everyday Life for the Many People,” Al-Futtaim IKEA, based in Dubai, is shining a light on the importance of early childhood development--and the role that the home plays in nurturing it.
Created by INGO The Agency, Hamburg (a creative boutique within the Ogilvy global network), the campaign includes a series of three visual motifs shot by photographer Ale Burset, alongside this touching “Supporting First Steps” film. Recognizing that more than three-quarters of parents share milestone moments of their children online, the brand chose to create the campaign film adding user-generated content. Each clip captures the joy of first steps--moments made even more special with the presence of IKEA products in the frame.
Featured in the campaign are everyday pieces like the BEKVÄM step stool, LACK side table, KALLAX shelving unit, and the MAMMUT children’s stool--items commonly found in homes and often used by little ones as their first source of support.
“This campaign taps into a beautifully universal truth—nearly every parent, everywhere, has witnessed their child pulling themselves up on a piece of furniture to take those first wobbly steps. It’s a moment so small, yet so unforgettable. I still remember both my daughters learning to walk with the help of a LACK table in our living room,” said Daniel Fisher, global chief creative officer, INGO The Agency.
The campaign is the result of a creative collaboration between Al-Futtaim IKEA, INGO Hamburg and Ale Burset, and will roll out across various platforms throughout the Middle East. It will appear in out-of-home displays, digital screens, print publications, and across IKEA’s social media channels.
