Not to Worry, Latchkey Kids: IKEA Won't Neglect You

It breaks my heart to see this little boy fashion a monster out of clay, then wander around in search of someone who'll appreciate it.

Nobody does, and the boy wanders alone into the dark kitchen -- where, like magic, IKEA's Bjursta table produces a feast that brings his dispersed family members out of hiding. (Presumably to give him the love he so craves, but probably just so they can eat and run.)

In this spot from the same campaign, an Ektorp sofa liberates messy, popcorn-crunching couch potatoes in ways the outside world -- with its endless variety of VERBOTEN signs -- does not.

Simply-done and slightly magical, somewhat like IKEA. Produced by Outsider for agency St. Lukes Communications, client IKEA.