Getting into shape for Christmas isn’t just about hitting the gym. It’s also about smartening up our homes – turning home shame into home pride. And because Mother was given that message to deliver for Ikea, it is being delivered by a bunch of rapping Toby jugs and other home ornaments.
In Ikea’s first ever Christmas film for the UK and Ireland, a host of home ornaments chastise a couple about the state of their home in a rap song, voiced by legendary MC, D Double E. The advert deliberately goes against the tide of over-sentimental Christmas ads., Instead it gives its audiences a Christmas thrill with its quirky, humorous take on festive hosting.
The campaign film kicked off the campaign, Silence the Critics, across broadcast and VOD TV, cinema and digital media on November 8. The 90-second, 60-second and 20-second edits are supported by OOH, CRM and PR. In social, three films show how to tackle potential home shame with simple changes using handy tips and IKEA products.
To complement the campaign, IKEA is hosting a series of in-store events showing customers how easy it is to get their home party-ready, from virtual reality makeovers to Christmas Treetorials and hosting hacks.
UK and Ireland county marketing manager, Sarah Green, commented, “Our first IKEA Christmas advert focuses on the phenomenon of ‘home shame’ – encouraging people to overcome the negative voices in their head holding them back from opening up their homes.
“It was born from the common feeling, that along with the seasonal joys, a lot of us feel a looming sense of dread when it comes to hosting others, with many feeling ashamed of our homes over the Christmas period.
“We believe that every home can and should be worthy of a get-together and that with a little imagination, some clever products and ideas, there’s no reason not to be proud and invite your nearest and dearest over. This campaign aims to inspire us all to get our homes party-ready and Silence the Critics, once and for all.”
Production Company: MJZ
Director: Tom Kuntz
Producer: Emma Butterworth
Production Manager: Daniel Gay
Production Designer: Chris Oddy
Editing: Russell Icke @ Whitehouse
Music Supervision: Dave Bass & Arnold Hattingh @ Wake the Town
Post Production & VFX: Electric Theatre Collective
Producer: Magda Krimitsou
Coordinator: Larisa Covaciu
Creative Director: James Sindle
2D Lead: James Belch
3D Lead: Patrick Krafft
2D Artists: Chris Fraser, Tomer Epsthein
3D Artists: Jordan Dunstall, Ryan Maddox, Mark Bailey, Remy Herisse, Edwin Leeds, Gregory Martin, Nikolai Maderthoner, Will Preston, Stefan Brown, Adrian Lan Sun Luk, Piers Limberg, Zach Pindolia, Olivia Grimmer, Romain Thirion & Richard Fry
Colourist: Luke Morrison