Every child has done the same thing. They've blown out the candles on their birthday cake, closed their eyes and wished as hard as they could that their toys would come to life. It seems that wishes, in this ad at least, can come true.
Ikea's latest ad features youngsters preparing for a dinner party in a cleverly designed, Swedish-chic kitchen. It's exactly what you'd expect from the world's favourite home furnishing retailer. What you might not expect is the 8ft teddy bear that's helping to cook dinner.
Playin' With My Friends sees the gang of kids laying tables, getting out the cutlery and tidying the house ready to entertain. The thoroughly-domesticated boys and girls are given a helping hand by huge clockwork robots, life-sized cuddly orangutans and animate action figures.
Put together by Mother, the ad has managed to be cute, without sacrificing the fun and silliness that can only come from eating dinner with a big, blue, cuddly Godzilla. With nearly 160,000 views, the ad is intended to reach homeowners planning to host parties this Christmas and New Year.
Ikea seem to be pushing a lighter, more energetic content strategy. Last month saw the release of Bright Shiny Colours, a dazzling blend of interpretive dance and interior design to mark the launch of the brand's 2013 catalogue.
Sadly though, it seems as though giant teddy bears are not available in the latest catalogue.