IKEA ad about adoption – COMING HOME


IKEA latest ad campaign titled “Coming Home” follow a woman’s journey to the other side of the world, on a heartfelt quest to finally meet the child she has adopted.  This IKEA ad is shedding light on the emotional ride that adoption is.

“Coming Home” is the third installment in Ikea’s “Where Life Happens” ad campaign, directed by Martin Werner ar Bacon for agency Akestam Holst.

An adoptive mother travel to Vietnam clutching a soft toy from Ikea. When she finally meets her son, they look through a photo album showing him his new home.


Afterwards they return to Sweden and he explores his room full of furniture made by IKEA.

The minute-long video of this wonderful IKEA AD captures the anxiety, hope and joy of the adoption process.

The ad started running last week in Sweden, in cinemas, on TV and online. Previous spots in the campaign, also directed by Werner, have potrayed divorced parents and angry teen daughters.


Dedicated to all mothers of heart, with all our love