The January Sales usually elicit a barrage of shouty, price-focused ads from the majority of furniture retailers, but Ikea bucks the trend with its new advertising campaign.
As the month comes to an end, it is refreshing to see Ikea moving away from the norm with a campaign highlighting how its storage products not only make the most of limited space but improve domestic relations too.
Created by ad agency Mother, the advert shows towering walls of clothes, shoes and books keeping a couple apart. The frustrated pair then throw the assorted clutter into the air, which then magically slots into various pieces of Ikea storage furniture, including shoes flying on to a rack and sheets being sucked into drawers.
Backed by a modern cover version of the Bee Gees song Living Together, the TV ad shows the pair singing the lyrics and highlights in a hyperbolic and amusing way how household mess can come between people.
The couple are reunited in a tidy, orderly home. The man then kicks the sofa bed, transforming it into a bed, as the ad ends with the strapline, ‘Make room for your life’.
The eye-catching ad is a great illustration of what Ikea stands for - providing well-designed, space-saving ideas for increasingly cramped homes.
Ikea has also smoothly translated the campaign’s theme to email newsletters, direct mail and online content, with promotional activity offering ideas and tips on how to reduce clutter while also showcasing particular products and pricing.
This fun campaign continues Ikea’s run of imaginative and colourful ads that sets it apart from a lot of its rivals’ bland alternatives.
No comments yet