The joke about IKEA stores being couples’ fights triggers has faded into the pile of urban myths. IKEA has been working hard for a decade to be the trigger for optimal family life instead.

Now it is making a new claim in Portugal. In 2024, IKEA celebrated 20 years there. To mark the occasion, IKEA and agency, Uzina, invited people to find out whether the oldest IKEA piece of furniture in the country might be in their own homes. During the campaign, thousands of testimonies about the longevity of IKEA furniture were received. And surprisingly, many people claimed spontaneously that their furniture had outlasted their romantic relationships.

This sparked an idea for a campaign that gives a new perspective on the durability of IKEA’s furniture. Not only is it long-lasting, it’s actually likely to outlive most relationships, as the campaign’s real stories prove.

Here are three real comments we received during the 2024 campaign:

• Anne_Marie Roque:  “My Malm dressers have survived 8 house moves! They started in the bedroom, moved to the bathroom, the balcony, the garage — and made it back to the bedroom! They’ve lasted longer than the relationship I had when I bought them. Way more faithful! 😁”
• Alena Zhyhunova:  “Over the years, the Malm bed has witnessed laughter, shared dreams… and even a few arguments. Unfortunately, the relationship didn’t pass the test of time — but the bed did.”
• Rute Teixeira:  “When I bought this table, there were just two of us at home. Then came two daughters. On it, I’ve had romantic dinners, hosted friends, worked, and fed my babies. The table also saw the family change — with a separation and the beginning of a new relationship.”

The campaign, If only love lasted as long as IKEA furniture, playfully explores the differences between relationships with furniture and people, judgement-free and with IKEA’s trademark light-hearted tone.

Credits
Client: IKEA
CMO: Mónica Sousa

Production Company: 78 Films
Directors: João Marques, Nuno Alberto

Agency: Uzina
Executive Creative Director: Susana Albuquerque
Creative Director: Sergio Gomes
Art Director: Micael Nunes
Copywriter: Sergio Gomes, Francisco Carvalho
Account Director: Inês França Martins
Account manager: Fabiana Oliveira, Catarina Afonso