IKEA updates its look and feel with an edgy commercial that also understands the mood of the moment. With household budgets stretched tight it’s a perfect time for IKEA to flex its muscle with young gens, that are not upwardly mobile right now. And that’s what Mother has done with a commercial that channels MTV’s famous show, Cribs. While it elevates the brand’s cool factor it also reinforces IKEA’s roots – smart, affordable solutions that make everyday home life easier – through its spokesperson who proudly shows off his thrifty purchases. The campaign heroes being savvy and makes IKEA the means to achieve it.
The commercial also packs a lot of clever products into 60-seconds – stackable food containers, washable sofa covers, an expandable children’s bed, energy-saving lighting…
A series of eleven short films will be launched across social media, each connecting to hype culture and social media trends, to celebrate bringing your savvy to life with IKEA.
Sarah Green, country marketing manager at IKEA UK & Ireland, stated, “This campaign is intrinsic to the core values of who we are at IKEA, baked into our DNA is the art of sustainability and affordability, allowing us to always be for the many people. The campaign is rooted in the insight that we can get as much joy when being savvy, as we do from being extravagant. We want to showcase the different ways that we can support people to embrace thriftiness, and help them live richer lives by making smart choices. Not just through our range of savvy products, but also through our solutions, home furnishing expertise and services.”
The launch commercial was directed by Melbourne writer and director, Sanjay De Silva, through Division and is running across UK TV, digital and social.
Credits:
Agency: Mother
Production Company: DIVISION
Director: Sanjay De Silva
Managing Director & Executive Producer: Genevieve Triquet
Producer: Simon Eakhurst
Service Production Company: SCOUT Production Services
DOP: Benjamin Todd
Production Designer: Dan Betteridge
Offline Edit: WORK editorial
Editor: Hasani Franke
Post Production: Absolute Post
VFX Supervisor & Lead Artist: Chris Tobin
Colour: Matt Turner
Executive Producer: Jenna Le Noury
Music Supervision: The Hogan
Customer Loyalty Agency: RAPP
Media buying: iProspect
Consumer PR: Hope&Glory
Corporate PR: Weber Shandwick
Actor: Shaq Taylor
