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8 June 2021

Save the planet the easy way

by Jason Stone

IKEA: “Change a Bit For Good” - 60s

Even Greta Thunberg found herself unable to dis IKEA in a recent 'Unpopular Opinions' slot on Radio 1. The acclaimed environmental campaigner said it was a matter of "national pride" to support her country's most famous brand. It's hard to know certain how Thunberg would feel about the sincerity of this attempt by IKEA to associate itself with the effort to control the climate emergency, but – how ever Thunberg might feel – we love it.

A robot reminiscent of Pixar's WALL-E embarks on a crusade to clean up the planet before returning to his home in a dejected state. He reminds us of our own sense of futility at the enormity of the problem… for context, the largest of the floating garbage islands in the Pacific Ocean is currently three times the size of France.

At home, he discovers that his family are already taking steps towards improving the planet's future and we are usefully reminded that the path to solving the crisis lies in each of us making small manageable changes which will aggregate into something meaningful.

Pulse's Ninian Doff makes the most of an excellent script with marvellous assistance from VFX house nineteentwenty.

To celebrate Pride month, we'd now like to see a joint commercial between O2 and IKEA where their respective robots fall in love and enjoy what would, presumably, be a same sex relationship.

Creative Agency: Mother Ⓟ Ⓦ
Film Production: Pulse Films Ⓟ Ⓦ
Director: Ninian Doff Ⓟ Ⓦ
Producer: John Bannister
Executive Producer: James Sorton
Cinematographer: Fabian Wagner
Production Designer: David Lee
Editor: Leo King Ⓦ @ Stitch Ⓟ Ⓦ
Post Production: Bill McNamara / David Keegan @ nineteentwenty Ⓦ
Colourist: Kai van Beers / Duncan Russell @ nineteentwenty Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.