Every once in a while there’s an advert released — which is really and truly memorable. It’s the ad that every young creative wants to work on and any agency hopes to create. It’s like the one hit single that artists spend years trying to record — the one that they hope takes the airwaves (or internet) by storm. The creative agency Mother are renowned for their superb adverts, but for me, the latest Ikea ad ‘Silence the critics’ has really struck a chord.

The change took extensive research, testing, and technology improvements.