In this new series of TV commercials, we follow a “price control” taking place inside a family home. The first ad centres on a family meeting that unexpectedly unfolds in a child’s bedroom—where the roles are reversed and the child takes charge. Here, the parents’ shopping habits are put under review in a memorable and humorous way. In the following ads, we get further insight into the “supervision” the parents face when shopping for the household.

The concept is built on a simple yet effective setup, where a child’s personal space becomes the setting for serious discussions. Lovísa Ösp Ögmundsdóttir delivers a standout performance, capturing the audience’s attention from the very first moment. A light tone, clear characterisation, and strong humour drive the storytelling.

Children care about what matters—and often have a way of pointing us in the right direction. The aim of the campaign is to remind parents of the importance of mindful shopping, showing in an engaging way how small decisions today can shape the future. By letting the child be the voice of reason, the message is delivered in an unexpected and impactful way. Shopping at Bónus is a simple way to save—without compromising on quality.

The result is a campaign that combines strong storytelling with a clear message. The response has been overwhelmingly positive, striking a balance between humour and reflection. With this project, Bónus further strengthens its position as a brand that speaks to people in a relatable and memorable way.

I joined the project during the production phase, working alongside the director to prepare the visual direction ahead of the shoot. On set, I supported the art direction, collaborating with the director, stylist, makeup artist, and set designer to help ensure a cohesive visual outcome.

My role focused on contributing to the overall look and feel, supporting the team in aligning details and maintaining consistency throughout the production.