IKEA and McCann Spain have flipped culture’s famous warning, don’t try this at home, with Ikea’s own version, Do try this at home, in the brand’s first global campaign.

The idea is all about affordability – an attention magnet for families that also underlines Ikea’s lower pirces. It brings attention to the cheaper joy of doing things at home at a time when this really matters to families struggling with rising costs. The campaign is built from research that told Ikea 60% of people feel positive about their current life at home, 52% say home is their favourite place and 40% are worried about household finances and disposable income.

The campaign is the first by Interpublic’s McCann, that became Ikea’s global advertising agency following an intensive pitch process last year. Ikea previously worked with a collection of agencies across the 31 countries, some of whom will still work with Ikea on local projects.

Do try this at home launched in Italy, Belgium and Finland and will spread across IKEA’s markets, including the UK and Ireland, the US and Australia. The heo commercial was directed by Swedish director, Filip Nilsson, who has already worked on a number of Ikea campaigns.